Total mailings sent: 4,090.Number of contacts generated: 83.Number of test-drives made: 52.Rate of return in terms of test-drives: 1,27%.

Mercauto is an official concessionaire of Mercedes-Benz. This concessionaire had a fairly large stock of Mercedes C Class for sale. In order to speed up sales, it requested a low budget invitation from the agency to be distributed in the concessionaire’s catchment zone in order to foster test-drives.

Rather than distributing leaflets on a random basis, we chose to send a box of a scale model replica of the C Class to a database of selected condominiums (more open to possible commercial proposal from Mercedes). When visiting the Mercauto concessionaire, in addition to the chance to test drive a model in question, respondents would receive the replica which they could then put inside the respective box. The creative concept explored the dual meaning of the proposal, stating “The Mercedes-Benz C Class stayed in Mercauto in Loures. Come and get it when you want.”

From a strategic viewpoint, the presented solution was effective given that the number of test-drives generated (the key objective of the initiative) was considerably higher than that expected by the client. All potential customers presented the box and requested their miniature car.