Convince key customers to personalize their Merceds with designo - an exlusive customisation program. They created a sales letter in reverse, so that you could only read it when refelcted in the mirror. At a glance it was clear that the car it was selling could be as unique as the person you saw reflected in front of you. They are still awaiting final results for this mailing. However the client already decided to expand the mailing to owners of other Mercedes-Benz models.
Agency: Proximity BBDO Brussels, Belgium.