So how do you give this target audience an understanding of such a complex feature and sensible topic? We did it in a playful and entertaining way, based on a simple insight: Kids love to crash toy cars. But what happens if they can’t? With the help of experienced model builders, we have installed super strong magnets inside toy cars and delivered them to families. To show them a system that avoids crashes – live in their homes.

With the help of experienced model builders, we have installed super strong magnets inside toy cars. We also developed a packaging and sent them to selected families.

95% response rate from the reached families, 13% sales increase and a growing demand of BAS PLUS. But it didn’t stop there: Within one week Mercedes-Benz reached an outstanding request of families who asked for the uncrashable Toycars.