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. That’s how we brought a safety feature from the street to family lives. The reactions of the children were captured on video and shared online.

95% response of the reached families, 13% sales increase and a growing demand on BAS PLUS. The video has been viewed over 3,4 million times on YouTube. It has earned an extended global media coverage. And, moreover, gained loads of fans on- and offline.

With the help of the uncrashable Toycars Mercedes-Benz found a unique way to promote a complex safety feature to a very sensible target group when it comes to safety: families.

We wanted to reach our target group – families. So as a fact we had to catch the kids interest first in order to raise the awareness of the parents. Therefore we had to develop something creative which explains the feature in a way that doesn't bore the kids. Once we have created our mailings we sent them to selected families.

Mercedes-Benz wanted to promote and explain their feature called Brake Assist System PLUS, which is available in the new C-Class. So the task was to increase the awareness of the target group for this feature. The target group consists of people with the highest demand on safety - families with children.