Cannes Lions

MERCEDES-BENZ FEATURE DISTRONIC PLUS

JUNG von MATT, Hamburg / DAIMLER / 2010

Presentation Image

Overview

Entries

Credits

Overview

Execution

Newsletter subscribers have an email account, which constantly is processing in and outgoing email. We call that “email traffic”. With this in mind we send out our newsletter like a car that enters traffic. The perfect situation to show how DISTRONIC PLUS works. The key: our newsletter came along with two foregoing emails, which were completely empty. This way the email with the newsletter automatically held distance to the email in front.

Outcome

Our unconventional emailing was a much-noticed success. The dealers' feedback was fantastic as their clients appreciated the simple way of getting to know how DISTRONIC PLUS works. The email was described as "eye-catching" and "door opener" both to an involvement with the security features of the new E-Class Estate and to the clients' request for a test drive. Over 30% more interested people contacted the dealer for a test drive. Clickrates on our website have been twice as high in the first two weeks after the email was launched. And the word of mouth effect made more potential clients subscribe to the email newsletter.

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