The target group is reached in a direct way without the cost of using the media and any coverage waste. The unique thing about this is that Mercedes-Benz is seen a high quality, luxury car, especially in the home market of Germany. This appeal is used with this promotion in a simple way. The drivers of competitors’ cars are told: 'You could be driving a Mercedes-Benz, too.' A magnet-chart and the 'star' with reference to Mercedes-Benz pre-owned-cars, was put on hoods of competitors' cars.

Especially in difficult times, consumers are very price-sensitive and are looking for good deals. This measure points out that even a pre-owned Mercedes is a real alternative to any other new car of a different brand.While the promotion was running, the click-rate at the www.mercedes-benz.de pre-owned cars section rose by 7%.