The Mercedes-Benz Bank was launching its Mercedes-Benz Insurance, another product with the quality and excellence of its bank and with a team 100% committed to meeting the needs of this market segment. Since the insurance is linked to vehicle financing, the customer could pay in instalments at the same interest rate as the financing, meaning at lower interest rates than the going market rates, and could additionally choose among the best insurance companies in the country. The challenge was to develop a campaign that would attract truck owners to a Mercedes Benz dealer to buy the insurance.

The target audience list was created from the names of truck fleet owners and independent truckers who owned a Mercedes-Benz truck and had an insurance policy due to expire in the next 60 days. To reinforce the concept that Mercedes-Benz Insurance was also at a trucker’s side to protect him, and would even replace his truck for another in a contingency, we created a campaign where we sent truckers a large shadow of a truck to reinforce the concept that, just like the shadow of his truck, Mercedes-Benz Insurance would always be at his side at any hour of the day or night.

20% of the customers that received the mailing went to Mercedes-Benz dealers to learn about the Finame-Leasing insurance. 50% of these bought insurance for their truck, totaling roughly US$495,000 in sales. The total campaign investment was US$10,000. Therefore, the return on each dollar invested was US$48.50, or a ROI of 4,850%.