GOAL
Build awareness with a data-driven advertising film campaign and generate and measure dealer visits in the price-conscious vs. quality and brand-affine target groups.
APPROACH
Full funnel strategy with contextual creatives and automated, behavioral retargeting.
DATA DRIVEN COMMERCIAL CAMPAIGN / PRICE-CONSCIOUS TARGET GROUP
1. SALES FUNNEL – AWARENESS / ASSETS 3 x 36 SEC.

Mercedes-Benz CITAN: Craftsman / Fitness Spot / 36sec / 36sec

Mercedes-Benz CITAN: Craftsman / Outdoor Fan Spot / 36sec / 36sec

Mercedes-Benz CITAN: Craftsman / Adrenaline Spot / 36sec / 36sec

2. SALES FUNNEL – CONSIDERATION + CONVERSION  / ASSETS 3 x 16 SEK.

Mercedes-Benz CITAN: Craftsman / Load Capacity Spot / 36sec / 16sec

Mercedes-Benz CITAN: Craftsman / Brake System Spot / 36sec / 16sec

Mercedes-Benz CITAN: Craftsman / Cordless Charging / 16sec

DATA DRIVEN COMMERCIAL CAMPAIGN / QUALITY-CONSCIOUS AND BRAND-AFFINED TARGET GROUP
1. SALES FUNNEL – AWARENESS / ASSETS 3 x 36 SEC.

Mercedes-Benz CITAN: Caterer / Jogger Spot / 36sec

Mercedes-Benz CITAN: Hobby Photographer Spot / 36sec

Mercedes-Benz CITAN: Outdoor Fan Spot / 36sec

2. SALES FUNNEL – CONSIDERATION + CONVERSION / ASSETS 3 x 16 SEK.

Mercedes-Benz CITAN: Caterer / Rear View Camera Spot / 16sec

Mercedes-Benz CITAN: Caterer / Load Capacity Spot / 16sec

Mercedes-Benz CITAN: Caterer / Cordless Charging Spot / 16sec

RESULT OF THE 4-WEEK CAMPAIGN
Over 2.000 dealership visits
4.700.000 video views up to 7 sec.
2.3oo.ooo unique users reached
500.000 video views more than 12 sec.
Über 47.000 clicks on the landing page for the test drives.
Do you want to know how much a data-driven advertising film campaign costs? Suffice it to say: the campaign expenses, including film production, were overcompensated by far. We would be happy to present this and other projects to you in more detail if you are interested in a data-driven performance video campaign. Be curious: Mercedes-Benz Vans already has the next project in the pipeline. Why? Because it pays off and we perform better than others.
FAZIT
The interplay of strategy and creation exceeded all expectations and proves that our data-driven advertising film campaign plays an important role in the marketing mix as a performance driver and sales tool.
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