Mercedes-Benz: THE CHARITY TEST DRIVE

Credits & Description:

Category: Best Use of Shopper Marketing in a Promotional Campaign

Advertiser: DAIMLER

Product/Service: MERCEDES-BENZ

Agency: JUNG von MATT

Executive Creative Officer: Armin Jochum (Jung von Matt)

Chief Creative Officer: Thimoteus Wagner (Jung von Matt)

Chief Creative Officer: Fabian Frese (Jung von Matt)

Chief Creative Officer: Goetz Ulmer (Jung von Matt)

Art Director: Tilman Gossner (Jung von Matt)

Copywriter: Torben Otten (Jung von Matt)

Copywriter: Georg Baur (Jung von Matt)

Designer: Niko Auf Dem Berge (Jung von Matt)

Account Supervisor: Sven Doerrenbaecher (Jung von Matt)

Account Manager: Ann-Kathrin Geertz (Jung von Matt)

Account Manager: Sonja Stockmann (Jung von Matt)

Production Company: (Tony Petersen Film)

Cinematographer: Fabian Bettinger (Augenblick Tv)

Director: Ali Jamshidi

Editor: John Freigang (Augenblick Tv)

Editor: Fabian Bettinger (Augenblick Tv)

Media placement: Promotion - Mercedes-Benz, SOS Villages - 24th January 2012



Describe the objective of the promotion.

Thousands of test drives take place every year.

And they all run by the same manner:

You are driving mile after mile. Without a destination.

We wanted to change that.

And give test drives a higher meaning.



Describe how the promotion developed from concept to implementation.

Mercedes-Benz presents "The Charity Test Drive".

Every car is packed with donated items.

And every customer testdriving a Mercedes-Benz model gets more than a test drive.

He gets a task.

A task that can easily be connected to the test drive.

A task where you learn everything about the car.

And a little bit about yourself.

The test drivers take the donated items from the Mercedes dealership to the nearest SOS Children's Village.

And deliver their cargo face-to-face.



Explain why the method of promotion was most relevant to the product or service.

At once, making detours helped in a direct way.

The Charity Test Drive turned customers into donors.

And gave test drives a higher meaning.



Every tour proved, that driving Mercedes-Benz is about getting "The BEST or nothing".

And at the same time, doing something GOOD.



So whereever Mercedes test drives take place in the future:

The next SOS Children's village isn't that far away.



Describe the success of the promotion with both client and consumer including some quantifiable results.

12 % more test drives during the campaign.

37 % less Children's Villages with money problems.

100 % happier test drivers.