We created a dimensional mailing – a crumpled letter with a little G-Class model inside.

Once unfolded, the recipients would get a first vivid 3D impression of the G-Class in its natural habitat and have a clear vision of the adventure that lies ahead of them. The letter told the addressee that it can simply not be put in words what the G-Class can do off the road.

We took the invitation’s cover letter and crumpled it. The recipients then would unfold it and create their own off-road landscape. A small G-Class model inside the mailing visualized the G-Class in heavy terrain. The mailing came in a stylish black box.

Mercedes-Benz invited 1.040 VIP customers.

551 addressees confirmed their participation – that’s 53%. And all of them drove the G-Class for the very first time off the road.