Our concept was to treat the 2010 Canadian luxury automotive sales market like an actual competition/sporting event. We presented the presidents of all the non-winners with something every competitor gets just for showing up, lowly participant ribbons. But we dressed the package up in the luxurious style that Mercedes-Benz is famous for. The desired outcome: give the presidents of competitors something so that they always remember Mercedes-Benz sold the most luxury automobiles in 2010.

The presidents of the competitive luxury automotive manufacturers were surprised to get the ribbons. They were very well received. Mercedez-Benz has set a high bar for future messages from winners of annual luxury automotive sales events. Internally, Mercedez-Benz liked the ribbons so much that they had us create more. We created “first place” ribbons for dealerships and employees at the head office, as a way for everyone to celebrate the victory.