What was the creative strategic solution?

We used personalised posters to target only the richest and most influential people in the communities. The posters were placed in outdoor media across the street of those addressed. The posters simply pictured the Mercedes GLK along with a personalised message: Dear Mr. Kinsbergen, It costs € 180.972,- including all the extras. (But we’ll keep that between us) Describe the different channel(s) and how they worked together to maximise the campaign.This micro campaign only featured as personalized outdoor media in the 10 most fortunate communities. Therefore it reached the targeted audience as well as reaching their ‘wannabe rich’ counterparts, influencing their opinions too.

The goal of this campaign was a sale of at least 4 Mercedes GL’s amongst a niche audience, the happy few who can afford to spend almost 200,000 euro on a car. During the 2 weeks of the run of this low spend campaign, sales went up to a total of 12 cars (300% of clients demand). Test drives of the car were more popular than ever.

The demand at the Mercedes-Benz headquarters of the personalized posters of those addressed was overwhelming.