Cannes Lions

Smart - "Unsmart Design"

JUNG von MATT, Hamburg / MERCEDES BENZ / 2016

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Overview

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Credits

Overview

Description

We created a direct mailing of three absolutely non-functional design objects emphasizing our tagline: Design is nothing if it’s not smart.

Execution

Three absolutely non-functional design objects were placed individually in branded boxes and sent to a selected base of steady customers. An additional response-element showed our tagline and invited the addressees to a test drive with the smart forfour.

Outcome

Addressees felt vindicated in their automotive choice, leading to an increase in test drives.

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