Develop an exclusive mailing campaign for major buyers of commercial vehicles, like fleet managers of big companies and present the Sprinter in a completely fresh and new way. The strategy was to keep the contact and the customer relationship on a very exclusive level and recruit potential customers for a test drive event.

The Sprinter is the one of the best workers a company could have. However, before you can work in a company, you have to apply for a job. So the Sprinter did: he writes his own letter application with special made tires: the world’s first printing-type tyre, with a lettered tread pattern.

The cost per print is about 8 Euros. Ca. 120 of them was sent to the main commercial car buyers in a first flight. A second flight will follow. 39% of the recipients watched the video evidence online. Key Account Managers reported a much higher response quote especially in the face-to-face contacts.

Using real mud as its ink, the van wrote 400 job applications with his special made front tire. 120 were sent to fleet managers in big companies. Every print was an individual creation.