Cannes Lions
SPRINGER & JACOBY, Hamburg / MERCEDES BENZ / 2007
Overview
Entries
Credits
Execution
Most German taxis are made by Mercedes-Benz. A total of 500 taxis in big cities were fitted with a plastic film on the ceiling showing a sunny view of the open sky. This gave passengers an immediate Cabriolet experience without many words.
Outcome
An impressive marketing solution was created without great expense. For example, around 20% more CLK Cabriolets were registered in March 2006 than in March 2005.
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