Develop an exclusive mailing campaign for major buyers of commercial vehicles, like fleet managers of big companies and present the Sprinter in a completely fresh and new way. The strategy was to keep the contact and the customer relationship on a very exclusive level and recruit potential customers for a test drive event.

We created the world’s first printing-type tyre, with a lettered tread pattern. This enabled the Sprinter to write its own letters of application. Using real mud as its ink, the van wrote 121 job applications. The applications – each of them an original creation – were then sent to the fleet managers in major buyers of commercial vehicles. Each one came with a link to a campaign microsite, providing video evidence that the Sprinter really had written the application itself. www.en.sprinerbewerbung.de (Password: Cannes)

More than 400 letters were printed by a Sprinter. Every print was an individual creation. 120 of them were sent to the main commercial car buyers in a first flight. A second flight will follow.