The Sprinter 515 is the commercial vehicle with the largest payload capacity sold in Chile by Mercedes-Benz. But how did we communicate this great variety and quality capability in an innovative way? We placed a special set of these mini-ads at the beginning and at the end of each radio spot in the break, and created a structure that suggested 'loading' all the other products into the Sprinter 515. Results: dozens of combinations demonstrated the large quantity and qualities of the possible loads. Hundreds of commercial sets were transformed into proprietary commercials for the Sprinter 515. Thousands of non-conventional impacts on potential clients.

What did we do? Instead of creating a conventional radio ad to announce the large and varied payload capacity, we chose to innovate in the selected medium, mini radio ads within specialized programs with target audience affinities. We placed a special set of these mini-ads at the beginning and at the end of each radio spot in the commercial break, integrating them all into one unified whole, and creating a structure that suggested 'loading' all the other products and the complete commercial break into the Mercedes-Benz Sprinter 515 CDI, making the 2.325 kilograms payload tangible.

Dozens of daily combinations demonstrated the large quantity and qualities of the possible loads. Hundreds of weekly commercial sets were transformed into proprietary commercials for the Mercedes-Benz Sprinter 515 CDI. Thousands of non-conventional impacts on potential clients.