To encourage drivers of other brands of car to visit the Mercedes-Benz dealership in Stuttgart during one of its “test drive weeks”. Mercedes stars were stuck onto the bonnets of other makes of cars, making drivers eager to take a test drive in a genuine Mercedes-Benz. How does it feel to drive a Mercedes? The Mercedes star giveaway was designed to whet people’s appetites, and make them eager to find out more. Most visitors to the showroom during the “test drive weeks” were drivers of other makes of car. Test drive requests and sales rose by 30% during the campaign period.
Agency: BBDO Stuttgart, Germany.