People think Mercedes has a number of weaknesses. We are going to clearly demonstrate the opposite. This is the first time an automaker has agreed to focus on the negative aspects of its brand in order to change the real or imaginary perception people have of it, and, thus, seduce even the most reticent clients. Each negative aspect becomes a way of expressing the assets of Mercedes-Benz (technology, comfort, design, etc.). The discourse is clear and unambiguous.

Quantitative result: 5% return. Qualitative results: the post campaign tests conducted by the advertiser proved that the mailshot was well perceived by prospect clients, who appreciatedthe risk Mercedes-Benz took by 'putting itself within their reach' by addressing its negative aspects. Both the content and form equally provide strong appeal in this mailshot that remains a reference for Mercedes France.