Mercedes-Benz Certified Pre-Owned Sales Events

I was the Associate Creative Director on the Mercedes-Benz Certified Pre-Owned account and oversaw the creative work, messaging strategy and development of four consecutive sales events for this client. During the course of this year, we were tasked to push the envelope a bit and start to implement more humor and wit into the headlines for the direct mail pieces, email deployments and the in-store signage that supported the sales events. Typically in the past, the brand had produced creative that was slightly more conservative in nature and focused more on the vehicle's benefits and elegance. Here, through targeted messaging strategy, writing and design, we had to develop creative outcomes that used imagery and concepts which made people first smile or chuckle, then get them to read about the benefits and luxury features that are attributes of every Certified Pre-Owned Mercedes-Benz. This was a year-long creative project that was produced quarterly for one of the most successful prospecting campaigns in luxury automotive. All of us creatives on this project had fun coming up with many clever concept options to deliver each quarter to the client for consideration. As in all creative processes, some of our most funny options were left on the drawing board. I'd be happy to discuss/share further for anyone who's interested.