| Title | THE UNCRASHABLE TOYCARS |
| Brand | DAIMLER |
| Product/Service | BRAKE ASSIST SYSTEM PLUS |
| Category |
A04. Promotional Item Design |
|
Entrant Company
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JUNG von MATT Hamburg, GERMANY
|
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Advertising Agency
|
JUNG von MATT Hamburg, GERMANY
|
|
Production Company
|
MARKENFILM Berlin, GERMANY
|
Credits
| Thimoteus Wagner |
Jung von Matt AG |
Executive Creative Director |
| Andreas Ernst |
Jung von Matt AG |
Managing Director |
| Thomas Heyen |
Jung von Matt AG |
Creative Director |
| Markus Kremer |
Jung von Matt AG |
Creative Director |
| Christian Baur |
Jung von Matt AG |
Art Director |
| Simon Hattrup |
Jung von Matt AG |
Art Director |
| Victoria Walter |
Jung von Matt AG |
Art Director |
| Leonhard Keller |
Jung von Matt AG |
Copywriter |
| Benedikt Gaideczka |
Jung von Matt AG |
Graphic Designer |
| Sebastian Hoelzer |
Jung von Matt AG |
Graphic Designer |
| Sonja Schaefer |
Jung von Matt AG |
Graphic Designer |
| Carmen Bayer |
Jung von Matt AG |
Account Manager |
| Julian Pankratz |
Jung von Matt AG |
Account Manager |
| Robert Tewes |
Markenfilm Berlin |
Executive Producer |
| Robin Polák |
Markenfilm Berlin |
Director |
| Marion Dopfer |
Markenfilm Berlin |
Producer |
| Kathrin Schmoll |
Markenfilm Berlin |
Editor |
| Tanja Häring |
Markenfilm Berlin |
Camera |
| Dr. Jens Thiemer |
Daimler AG |
Vize President Marketing Communication |
| Damir Maric |
Daimler AG |
Head of Marketing Communications |
| Milena Hastmann-Nott |
Daimler AG |
Marketing Communications |
Brief Explanation
Mercedes-Benz is one of the worlds' most important vehicle manufacturers. Well known for its high demand on safety and state-of-the-art features.
The Brief
Mercedes-Benz wanted to promote and explain their new 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. In order to improve the parents' awareness for this feature we had to win the kids hearts first.
How the final design was conceived
With the help of experienced model builders, we have installed magnets in model cars (Item Design). Therefore we had to test several types of magnets in order to find the one that fits our needs. Once we have found the right magnet, we have installed them in our cars. In the next step we gave the proto-type-cars to different children in the circle of acquaintances for test purposes. The moment we have been sure that the cars deliver what they promise, we produced our mailings and sent them to selected families.
Indication of how successful the outcome was in the market
We have, then, created toycars with specific responsibility in order to demonstrate the Brake Assist System PLUS. With our uncrashable Toycars kids are now able to get to know this safety feature in a playful and entertaining way. And as a positive side-effect their parents’ attention is drawn to this specific feature of course as well.