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. Each letter of application came with a link to a campaign micro site, providing video evidence that the Sprinter really had written the application itself. We raised the average response rates, because a real application letter will definitely find his way on the manager’s desk.

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. 50% of the target audience was drawn from existing customers. 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.

More than 400 letters were printed by a Sprinter. Every print was an individual creation. 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.

As already described: The Sprinter is as one of the best workers a company could have. And 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 tires. But also the brand Mercedes-Benz could benefit from this completely new way of communication and strengthen its position as a innovative brand.