Direct > Product/Service
STAR PROMOTION
SPRINGER & JACOBY WERBUNG, Hamburg / MERCEDES BENZ / 2003
Awards:
Overview
Credits
OVERVIEW
BriefExplanation
Supporting the current activities for pre-owned cars (print campaign, dealers days, retail advertising material...), an extra event should heighten the image and generate awareness. The goal is to develop synergies resulting from both, media and retail communication. The target group is recruited from drivers of other car brands.
CampaignDescription
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 competitors' cars.
Outcome
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%.
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