The Mercedes-Benz Winter Dream banner concepts must: ·Draw attention to the promotion ·Reflect the essence of the MB brand ·Communicate the 'spirit' of the season ·Elicit an emotional connection with the brand · Drive click through The Winter Dream banners delivered on each requirement, answering the client’s requirements for accessibility, mystique and value. The concepts revolved around the idea that given the promotional financing rate, these cars are within reach, and yours to discover. The response from the target audience (the 25-40 year old segment) was positive and drove lease turnover results that outstripped last year’s results.