'One day, nature will return the favour'
BlueEFFICIENCY is Mercedes-Benz’s holistic approach to eco-friendly motoring. The campaign consisted of print, TV and direct mail. Sales of Mercedes-Benz BlueEFFICIENCY vehicles rose 12% during the quarter the campaign ran.
D&AD in Book for Print, and One Show Finalist for TVC
To remind those who had recently test driven a BlueEFFICIENCY model of the vehicle’s eco-friendly attributes, a cheeky DM was sent to potential customers one week after their test drive
We set up camera outside the Mercedes-Benz showroom capturing customers behind the wheel, and a mock speeding infringement and photograph, detailing the date and time of their drive were received.
The letter stated due to the intervention of nature, the Singapore Road Traffic Authority conceded that the evidence was inconclusive, and the infringement was waived. The last line in the letter says this rare occurrence proves one thing: when you drive an eco-sensitive BlueEFFICIENCY model from Mercedes-Benz, nature will one day return the favour.