Kyrie
Assignment
To create a compelling direct mail campaign for Mercedes-Benz, targeting an affluent audience aged 40 and above, predominantly male but inclusive of women.
Challenge
Mercedes-Benz need to make themselves better known in a highly competitive market.
Objective
The objective is to elevate the brand's visibility, focusing on adventurous, high-performance vehicles that demand attention.
The campaign should go beyond conventional mailers, incorporating original copy and design that authentically connects with the target market, building trust and inspiring them to take a test drive.
"Steer Your Dreams" is a direct mail campaign designed to leverage the reciprocity bias, establishing a mutual exchange with our affluent target audience for Mercedes-Benz. The sleek circular black box contains an LCD screen, a vibrant Mercedes steering wheel insert, and a Mercedes key-shaped USB. The attached letter guides recipients to unlock an immersive audio-video montage, featuring personal greetings, diverse Mercedes models, and unique engine sounds. This engaging mail not only provides a tangible keepsake but also harmonizes with Mercedes-Benz values, inviting recipients to the next step – a test drive. This layered approach aims to grab attention, foster emotional connections, and entice potential customers to explore the unique Mercedes-Benz driving experience.
Kyrie
Ready to collaborate on something awesome?
Reach out and let's turn great ideas into reality!
kyrie eleison jamir
vaughan, ontario
