The E-Class Estate is a very popular car for small independents, because it combines lots of space and luxury at an attractive price. But how to contact these independents that are working around the clock, 7/7? After sending several, probably unopened and unanswered direct mails, on paper or via mail, we decided to try something different. We made an analysis of their online presence; selecting websites they frequently visit and we tried to get their attention via an impactful banner campaign, communicating an appealing price offer.

We used the least spacious medium to promote the least spacious car. Introducing: The Transportable Banner.

A banner, showing the E-Class Estate, which is literally being ripped out of its framework by two guys and transported to the huge trunk of the E-Class Estate parked right behind them in order to prove how spacious the car is. This campaign was online, during 2 weeks after the launch on the 9th of February, on a mix of several Belgian websites known for their business audience. The campaign ran as scheduled.

The campaign was a grant success for Mercedes-Benz, in reach and sales:

- the estimated click-through rate of this campaign was 28.609. We’ve ended up with 42.707 clicks, having a 149% delivery.

- the number of sold E-Classes almost doubled during the campaign, 179%, in comparison to January.

- and in particular the E 200 BlueTEC Estates sales were at 200%, making the E 200 BlueTEC Estate the best selling E-Class motorization of February, responsible for the 33% of whole E-Class sales.

So with this campaign we were able to double sales putting the E-Class back on track to reach his target in 2015.