Credits & Description:
Type of Entry: Use of Direct Marketing
Category: Flat Mailing
Title: SPRINTER APPLIES FOR A JOB
Advertiser/Client: LUKAS LINDEMANN ROSINSKI /DAIMLER
Product/Service: MERCEDES-BENZ SPRINTER
Entrant Company: LUKAS LINDEMANN ROSINSKI Hamburg, GERMANY
DM/Advertising Agency: LUKAS LINDEMANN ROSINSKI Hamburg, GERMANY
Chief Creative Officer: Arno Lindemann
Chief Creative Officer: Bernhard Lukas
Creative Director / Copywriter: Thomas Heyen
Creative Director / Art Director: Markus Kremer
Creative Director: Jakob Kriwat
Art Director: Damian Kuczmierczyk
Account Supervisor: Konstanze Kievenheim
Account Manager: Jascha Oevermann
Agency Producer: Martin Schoen
Graphic Designer: Victor Aloji
Producer: Thomas Beecken
Director: Marc Bethke
Director of Photography: Timo Schwarz
Describe the brief from the client:
Develop an exclusive mailing campaign for major buyers of commercial vehicles, like fleet managers of big companies and present the Sprinter in a completely fresh and new way. 50% of the target audience was drawn from existing customers. The strategy was to keep the contact and the customer relationship on a very exclusive level and recruit potential customers for a test drive event.
As already described: The Sprinter is as one of the best workers a company could have. And before you can work in a company, you have to apply for a job. So the Sprinter did: he writes his own letter application with special tires. But also the brand Mercedes-Benz could benefit from this completely new way of communication and strengthen its position as a innovative brand.
Describe the creative solution to the brief/objective.
The Sprinter is the one of the best workers a company could have. However, before you can work in a company, you have to apply for a job. So the Sprinter did: he writes his own letter application with special made tires. Each letter of application came with a link to a campaign micro site, providing video evidence that the Sprinter really had written the application itself. We raised the average response rates, because a real application letter will definitely find his way on the manager’s desk.
Describe the results in as much detail as possible.
More than 400 letters were printed by a Sprinter. Every print was an individual creation. The cost per print is about 8 Euros. Ca. 120 of them was sent to the main commercial car buyers in a first flight. A second flight will follow. 39% of the recipients watched the video evidence online. Key Account Managers reported a much higher response quote especially in the face-to-face contacts.
The Direct marketing titled SPRINTER APPLIES FOR A JOB was done by Lukas Lindemann Rosinski advertising agency for product: Mercedes-benz Sprinter (brand: Mercedes-Benz) in Germany. It was released in the Jun 2011.