Mercedes-Benz dealers know the routes that their exclusive customers drive most frequently. With this in mind, we worked with navigation company LOGIBALL to figure out all the speed limit signs for certain routes. Then we used iPhoto to quickly create beautiful, personalised books about each route at a very low cost. Each book contains a story told by Speed Limit Assist: the pages are filled with every single speed limit sign on the route in the exact order in which they appear in real life. For example, a customer who frequently drives from Stuttgart to Hamburg received a book showing all 1998 of the speed limit signs between those two cities. The books were sent to premier customers and owners of the previous models of the E-Class.

The books were an excellent demonstration of what Speed Limit Assist can do – keep track of each and every one of the hundreds of signs along the route, while keeping the driver constantly informed as to the current speed limit. Our goal was to inspire readers to come in for a test drive and see for themselves just how far forward Mercedes-Benz has brought the E-Class, And that goal was achieved: more than half of those who received the book came into the dealership for a test-drive.