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FIRST IMPRESSION
Type Of Entry: Use of Media
Category: Best Use of Ambient Media: Small Scale
Title: FIRST IMPRESSION
Advertiser/Client: MERCEDES-BENZ STUTTGART
Product/Service: MERCEDES-BENZ
Entrant Company: BBDO STUTTGART
Country: GERMANY
Media/Advertising Agency: BBDO STUTTGART
Country: GERMANY
Category: Best Use of Ambient Media: Small Scale
Title: FIRST IMPRESSION
Advertiser/Client: MERCEDES-BENZ STUTTGART
Product/Service: MERCEDES-BENZ
Entrant Company: BBDO STUTTGART
Country: GERMANY
Media/Advertising Agency: BBDO STUTTGART
Country: GERMANY
Credit Details:
| Name | Position | Company |
| Armin Jochum/Carsten Bolk | Creative Director | BBDO Stuttgart/BBDO Duesseldorf |
| Stefan Nagel/Sven Kaifel/Joerg Sachtleben | Art Director | BBDO Stuttgart/BBDO Duesseldorf |
| Sabrina Pietsch/Ursula Staiger/Olaf Wolniewicz | Art Director | |
| Sascha Dudic/Mesut Geyik/Silke Hartmann | Copywriter | BBDO Stuttgart/BBDO Duesseldorf |
| Patrick Schenck/Wim F. Moellmann | Copywriter | |
| Steffen K. Schulik/Andreas Rauscher | Account Executive | BBDO Stuttgart |
| Judith Guettler/Nils Metternich/Barbara Sosna | Account Executive | |
| Wolfgang Schif | Producer | Cicero Werkstudio |
Innovative Media Strategy:
To make drivers of other car brands eager to visit the Stuttgart Mercedes-Benz dealership to take a test drive, we gave them a preview of what it would feel like.
Creative Execution:
Mercedes stars were stuck onto the bonnets of other makes of car. An attached card invited the drivers to follow up on their experience of driving around with a Mercedes star on their bonnet by taking a test drive in a real Mercedes-Benz.
Target Audience:
Through the promotion, we reached beyond the target audience of drivers of other makes of car - many existing Mercedes-Benz drivers who had noticed our promotion on the streets also called up the Stuttgart dealership to congratulate it on the unusual campaign.
Effectiveness:
Most visitors to the showroom during the "test drive weeks" were drivers of other makes of car. Test drive requests rose by 30% during the campaign period.
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FIRST IMPRESSION
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