The Mercedes-Benz Bank finances Mercedes-Benz truck sales. It launched its Finame-Leasing product to facilitate the life of truckers and owners of small fleets of trucks by making it easier and quicker for them to trade in their trucks. It is a tailor-made product for this audience because it combines the low rates offered by regular Finame financing with the facilities provided by Leasing operations. The challenge was to develop a DM piece that would motivate these truckers and fleet owners to drive to the nearest truck dealer and finance a new truck.

The sales campaign at Mercedes-Benz dealerships was a success. The oddness of receiving a stained pair of briefs was widely talked about on many Brazilian roadways. 15% of the customers that received the mailing went to truck dealerships to learn more about the Finame-Leasing product. 15% of these bought a new truck, totaling sales of roughly US$ 1,687,500.00. The total campaign investment was US$ 27,500. Therefore the return on each dollar invested was US$ 60.36 for a 6,036% ROI.

The list focused mostly on consumers that had already financed a truck through the bank. A three-dimensional mailing was sent reflecting a trucker’s real-life routine. This professional spends most of his life driving on the nation’s highways and cannot afford to stop for very long because his deliveries must be made on schedule. With this in mind, we sent a pair of stained briefs to bring home the concept that just because he spends all day sitting in his truck doesn’t mean that he has to wait so long to trade it in for a new one.