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Mercedes-Benz Testdrive


Schön gemachte Einladung zur Probefahrt und von Mercedes-Benz ein gutes Statement zur Akzeptanz von alternativen Marketingstrategien. Kurzerhand wurden Mercedes-Sterne mit Saugnäpfen auf markenfremden Autos platziert.



Das gab in Cannes übrigens Gold in der Kategorie „Promo Lions“ für BBDO Stuttgart. Wenn ich allerdings eine Karte an meinem Porsche finde, verklage ich Sie 😉


UPDATE: Upps. Gerade bei off the record gelesen, dass die Idee von BBDO wohl doch nicht so neu war, denn diese Aktion von fruehtau.sales ist bereits über ein Jahr alt:


und diese Idee wurde von der Agentur Eriks Söhne auch schon im Januar eingereicht



6 Reaktionen zu “Mercedes-Benz Testdrive”

  1. Frank Algermissen

    LOL, wie geil is das denn? Köstlich, ganz großes Kino und mal ne ganz neue Idee. Der Stern ist ja eh das am meisten verkaufte Zubehörteil bei MB – und auch das am meisten geklaute.
    Jetzt würde mich mal interessieren, was die Aktion gebracht hat. Wurde tatsächlich in der ortsansässigen Niederlassung angerufen?

  2. Armin Jochum

    Natürlich ist es sehr ärgerlich, wenn eigene Ideen bei anderen Agenturen auftauchen. Zum diskutierten Fall “First impression”:
    die Idee entstand im Rahmen des GWA-Junior-Agency- Wettbewerbs in Zusammenarbeit mit der Hochschule Pforzheim und Mercedes-Benz von Januar bis Mai 2006.
    Die Arbeit wurde mit dem Sonderpreis der Jury gewürdigt
    und mit Mercedes-Benz in Stuttgart realisiert.
    Von einer frühereren Veröffentlichung der Idee oder einer anderen Urheberschaft war uns nichts bekannt. Wir sind offen
    für jeden Dialog.
    Armin Jochum, CCO BBDO Stuttgart

  3. Heiko Cielsa

    Lieber Herr Jochum,

    vielen Dank für Ihren Kommentar. Es freut uns, dass Sie sich mit diesem Thema auseinandersetzen. Wenn Ihnen diese Aktion jedoch nicht bekannt war, fragt sich nur, warum der Sagnapfstern in Ihrer eingereichten Imagekampagne als “MOPF”-Stern und nicht als “First Impression”-Stern bezeichnet wird?
    WÄhrend es sich bei Ihrer Kommunikationskampagne für die Niederlassung Stuttgart um eine Imagekampagne (First Impression) handelte, handelte es sich bei unserer durchgeführten Kampagne um eine Modellpflege-Kampagne (MOPF) für die E-Klasse. Wie dann die Bezeichnung MOPF-Stern den Weg in Ihr Konzept gefunden hat, darf sich der geneigte Beobachter jetzt gerne fragen.

    Für einen Dialog sind wir selbstverständlich auch jederzeit offen.

    Mit freundlichen Grüßen,

    Heiko Ciesla
    Account Director fruehtau.sales

  4. Fubiz

    Nice marketing action!

  5. Kelso Medici

    Please, translate to English (or Portuguese).

  6. u n k e w l

    Guerilla Marketing (1)…

    Guerilla-Marketing, nicht so nett wie die klebenden Mercedes-Sterne, aber auch eine gute Idee. Zweiter Teil folgt, sobald ich ein Foto besorgen kann ……

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