Нестандартная реклама "Sprinter applies for a job", бренд: Mercedes-Benz, агентство: Lukas Lindemann Rosinski
Название: Sprinter applies for a job
Агентство: Lukas Lindemann Rosinski
Рекламодатель: Daimler AG
Бренд: Mercedes-Benz
Страна: Германия
Сектор бизнеса: Автомобили
Год выхода: 2011
Вид рекламы: Нестандартная реклама
| Name | Company | Position |
| Arno Lindemann | Lukas Lindemann Rosinski | Chief Creative Officer |
| Bernhard Lukas | Lukas Lindemann Rosinski | Chief Creative Officer |
| Thomas Heyen | Lukas Lindemann Rosinski | Creative Director / Copywriter |
| Markus Kremer | Lukas Lindemann Rosinski | Creative Director / Art Director |
| Jakob Kriwat | Lukas Lindemann Rosinski | Creative Director |
| Damian Kuczmierczyk | Lukas Lindemann Rosinski | Art Director |
| Konstanze Kievenheim | Lukas Lindemann Rosinski | Account Supervisor |
| Jascha Oevermann | Lukas Lindemann Rosinski | Account Manager |
| Martin Schoen | Markenfilm Crossing | Agency Producer |
| Victor Aloji | Lukas Lindemann Rosinski | Graphic Designer |
| Thomas Beecken | Producer | |
| Marc Bethke | Director | |
| Timo Schwarz | Director of Photography |
Describe the brief from the client: 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.
Creative Execution: 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.
Describe the creative solution to the brief/objective. 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.
Describe the results in as much detail as possible. 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.
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