Category: Charities
Advertiser: DAIMLER
Product/Service: MERCEDES-BENZ
Agency: JUNG von MATT
Global Chief 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.