Mercedes-Benz creates screwed-up DM campaign

LONDON - Mercedes-Benz has created a new direct mail campaign in the form of a scrunched-up paper ball.

Mercedes...new DM campaign by Maher Bird
Mercedes...new DM campaign by Maher Bird

The new insert is targeted at garages and mechanics in the UK, encouraging them to use only Mercedes parts to repair customers' vehicles.

The insert arrives in foil, and can be straightened out, to reveal the strapline: "If your customer's Mercedes-Benz gets scrunched genuine parts can straighten it out perfectly?".

Credits

Client: Mercedes-Benz marketing executive Richard Wharton
Project: Scrunch
Brief: Promote the benefits of Mercedes genuine parts to the trade
Creative agency: Maher Bird Associates
Writer: Sarah Pilkington
Art Director: David Read
Planner: Matt Wright
Media Agency: n/a
Photographer: n/a
Exposure: DM

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1 Job description: Digital marketing executive

Digital marketing executives oversee the online marketing strategy for their organisation. They plan and execute digital (including email) marketing campaigns and design, maintain and supply content for the organisation's website(s).