Mercedes-Benz Certified
Pre-Owned Sales Events
While at Ansira, I also was creative lead 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, our writing an design teams 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. A couple of these events are featured below.
Silver Stars Campaign
This sales event aimed to capture the attention of the target audience through the nostalgia of visuals of elementary school photos from the past. The lead headline, “The smart ones used to get gold stars on their collars. Now they get silver stars on their grills”, captured the essence of the achievement and status of owning a Mercedes-Benz. In keeping with the classroom theme, other signage prominent throughout dealerships contained headlines which also gave a subtle nod to the Mercedes-Benz model naming system (C-Class, E-Class, etc.) Headlines like “From the head of your class to ahead of your class” tapped in on this while also alluding to the “you’ve made it” nature of owning this luxury vehicle.
This campaign was nationwide throughout all Mercedes-Benz Certified Pre-Owned dealerships and included targeted direct mail, email campaigns, banners, and multiple sizes of indoor signage.
Winter Campaign
This was creative for the winter sales event that kicks off every year during the holiday season. The creative messaging had a holiday theme and spoke of the style and luxury one captures when purchasing a Certified Pre-Owned vehicle without spending the higher price of a new model: “Style like Santa. Spend like Scrooge” while “Turning even Ebenezer’s Head.” This campaign, too, included direct mail targeted to potential customers, signage, email blasts and postcards for dealership managers announcing the collateral that was available to send to their sales leads.
