Our CB Teaser campaign started with a short radio play.

In the second phase we informed truckers about the features of the new Actros, by discussing them in short dialogues that dealt with its comfort, its economical engine and its design features.

But two-way-radio is not about one-way communication.So we set up a weekly Mercedes-Benz expert round. Giving the engineers who made the new Actros so special the chance to chat with truckers via Citizen Band radio.

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.