| Title | THE UNCRASHABLE TOYCARS |
| Brand | DAIMLER |
| Product/Service | BRAKE ASSIST SYSTEM PLUS |
| Category |
C02. Cars & Automotive Services |
|
Entrant Company
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JUNG von MATT Hamburg, GERMANY
|
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Advertising Agency
|
JUNG von MATT Hamburg, GERMANY
|
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Production Company
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MARKENFILM Berlin, GERMANY
|
Credits
| Thim Wagner |
Jung von Matt AG |
Executive Creative 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 Communications Mercedes-Benz Cars |
| Damir Maric |
Daimler AG |
Head of Marketing Communications |
| Milena Hastmann-Nott |
Daimler AG |
Marketing Communications |
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. So we developed a mailing, which promotes the feature in a playful and entertaining way – and succeeded.
Campaign Success
We (of course) 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. Our plan was not adapted at any stage.
Describe the success of the promotion with both client and consumer including some quantifiable results
Overview of results: 95% response, a remarkable rise of car orders and sales increase of 7% (based on new car registration in July 2015 compared to July 2014 in Germany). Moreover we received a lot of positive feedback from families all over the world and even inquiries for the toycars. The case has been viewed 2.009.254 times on YouTube, 1.811.860 times on Facebook and 1.238.635 times on Imgur (amount based on October 2015).
Explain why the method of promotion was most relevant to the product or service
Our task was to raise awareness of our target group for the new C-Class and its innovative safety feature called Brake Assist System PLUS. Our target group are parents and families we wanted to reach. Therefore we created a mailing we sent to chosen families and so brought the feature from the street home. The feature has been promoted in a playful and entertaining way. As a result, not only the kids have been interested in our toycars but the parents did as well.