Cannes Lions

MERCEDES-BENZ ACTROS

SCHOLZ & FRIENDS, Berlin / DAIMLEY CHRYSLER / 2005

Presentation Image
Presentation Image
Presentation Image

Overview

Entries

Credits

Overview

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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