Cannes Lions
SCHOLZ & FRIENDS, Berlin / DAIMLEY CHRYSLER / 2005
Overview
Entries
Credits
Execution
Truckers wear Baseball caps – that's the cliché. But as the Actros Megaspace driver's cab is extremely large, the baseball cap of Megaspace Truckers can also be XXXXL. Thus, the Truckers wearing these caps can show other truckers how big their own driver's cab is.
Outcome
In total, 3,800 Truckers visited the Megaspace driver's cab at the Truck Grand Prix. Additionally, the trade magazine "Fernfahrer" wrote about the caps. Perhaps also as a result of the promotion, in the eight weeks after the festival the interest in the Megaspace increased by approximately 5.6%.
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