Cannes Lions

ACTROS HEAVY WEIGHT FLEET

BBDO GERMANY, Dusseldorf / MERCEDES BENZ / 2008

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Overview

Entries

Credits

Overview

Execution

We went back to the stone age of long distance communication by employing an almost fossil medium that gives drivers the opportunity to listen and respond directly: CB radio.Our CB campaign started with a short radio play: Truckers wondered about a mysterious light they were seeing on European highways.

In the second phase we informed truckers about the features of the new Actros with short authentic dialogues that dealt with its comfort, its engine and design features.Then we set up a weekly Mercedes-Benz expert round that gave the engineers who made the new Actros the special chance to chat with truckers via CB radio. While on the road, drivers could ask questions and respond directly.

Outcome

Over 4,000 truckers responded directly and the new Actros became a living legend long before its tyres touched the tar. Over 60,000 truckers in Europe were reached with minimal media costs. The client was happy, because we managed to turn Citizen Band radio into Mercedes-Benz Brand radio.

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