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ADVERTISING CAMPAIGNS

Mercedes S-Class direct mail campaign

Agency: Weapon7

Client: Mercedes

Mercedes-Benz is to launch an integrated campaign created by Weapon7 in support of the new generation S-Class model.

The creative for the campaign’s direct mail uses a mix of UV ink and blind embossing to invite the reader to look beyond the amazing exterior to discover the underlying innovations at the core of the new generation S-Class.

The work aims to communicate the idea that the luxury car brand not only impresses at first glance, but exceeds all expectations on closer inspection too.

Consumers are made further aware of this concept as they walk past the point of sale work, as the words ‘goes even further on closer inspection’ are gradually revealed.

Email activity uses a tease and reveal. At first the user will only see 40% of the email. However, when the user scrolls to the right, the rest of the email can be viewed, making clear the idea that the generation S-Class prowess goes deeper than the surface.

Direct mail work will launch in October.

Jeremy Garner, Creative Director at Weapon7 said: “An innovative and understated car requires an equally considered treatment. Our idea was to convey the improvements of the new generation S Class, but in a way that gives the reader the opportunity to discover even more.”

AJR
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