Cannes Lions

SPRINTER 415

GEOMETRY GLOBAL COLOMBIA, Bogota / MERCEDES BENZ / 2015

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Overview

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Credits

Overview

Description

Sprinter 415 Cargo Van, is the perfect vehicle for every business. Its design and technology, gives entrepreneurs the space and payload capacity they need in day to day work.

Through a digital campaign, we needed to communicate this and engage with all small business owners. So we aim to the only media we knew they had no space: Twitter.

If it’s challenging trying to communicate in just 140 characters, imagine when trying to a business.

We created Sprintweet 415 an app that lets small business owners, tweet up to 415 characters, giving them more space for their businesses even in their tweets.

Execution

We sent this app to our database of business owners.

It worked in a very simple way. The app lets them tweet up to 415 characters, and turned the words into one image with the same size of Twitter's timeline. Using Twitter’s image preview, the image looks exactly like a normal tweet, just much longer. Every time someone tweeted through our app, another tweet appears behind it, communicating our vehicle’s key benefit: More space for every need.

Outcome

We created a relevant solution for our customers, and stood out in a very busy media, where advertising is often ignored.

Without paid media, Mercedes became a relevant brand for small business owners.

Sprintweet415 became an essential tool for them.

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