Mercedes-Benz UK

WEAPON7

THE TEAM

Richard Moloney, Simon Gregory, Tom Scrimshaw, Laura Orton, Anna Nichols, Jeremy Garner, Ian Patrick, Laurence Mence, Rob Meldrum, Chris Bell.
Other contributor: Maxus – Media agency.

WHAT IS WONDERFUL ABOUT THIS WORK?

The smart for two diesel is a very small car that can travel up to 621 miles on one tiny 33I tank. Our banner inspired 86,462 users to submit postcodes, and almost 500 to book a test drive. The overall interaction rate was an impressive 1.1%.

OBJECTIVES

To launch the smart for two diesel in the UK, raising awareness of its efficiency credentials while generating test drives.

STRATEGY AND TARGETING

Our target audience was defined by attitudinal traits. For them a car is more than just getting from A to B; it represents who they are. They're open-minded, willing to try new things and enjoy finding new destinations to visit. Research revealed that while many people are fans of smart's design and thought it looked great fun to drive, they didn't consider it a serious option for long journeys or motorways. We also knew that when people give smart a try they are often hooked. So our challenge was to help translate the interest generated by smart's quirky appeal into test drives.