To make drivers of other car brands eager to visit the Stuttgart Mercedes-Benz dealership to take a test drive, we gave them a preview of what it would feel like.

Most visitors to the showroom during the “test drive weeks” were drivers of other makes of car. Test drive requests rose by 30% during the campaign period.

Mercedes stars were stuck onto the bonnets of other makes of car. An attached card invited the drivers to follow up on their experience of driving around with a Mercedes star on their bonnet by taking a test drive in a real Mercedes-Benz.

Through the promotion, we reached beyond the target audience of drivers of other makes of car – many existing Mercedes-Benz drivers who had noticed our promotion on the streets also called up the Stuttgart dealership to congratulate it on the unusual campaign.