the front page

the front page

Direct mail for Mercedes C-Class makes fleet managers front page news

15h ago
SOURCE  

Description

The new Mercedes C-Class is being launched in Belgium with the ‘Puts you in the spotlight’ campaign. One special group of people we wanted to discover the new C-Class were the fleet managers. But how do you get people who already manage a fleet of their own, to test the new C-Class for themselves on the Mercedes event? We sent them an invitation they couldn’t ignore. The 24th of April, every fleet manager received their morning newspaper. It wasn’t the news that struck them most, but an article on the front page about ... themselves. We put an entire article on the front page stating that he or she is going to be the star guest of the event - according to a few reliable sources. To make it really realistic, we also included a picture of them.