In 2011 Mercedes-Benz introduced The new Actros. The most impressive one untilnow. We wanted truck drivers to experience this. So a campaign was created that specifically got the attention of our target consumers.We advertised in a unique place where only truck drivers in their raised cabs could see it. On the rooftop of a car. We created stickers in the shape of a roof window.Each sticker ad would display an image of a passenger, showing the truck driver the type of reactions he would receive from fellow drivers if he drove the impressive new Actros. Multiple cars drove across the Netherlands and received many positive reactions from the truck drivers that saw it. The campaign got a lot of attention of both national and international carblogs and provided a great deal of free publicity.

The campaign quickly got picked up by Autoblog.nl the biggest car blog in the Netherlands with more than 1 million unique visitors a day. And soon other car blogs followed both national and international. Throughout the entire company of Mercedes-Benz, employees where so excited about the idea they kept asking for more rooftop stickers to put on their own cars.