CLIENT BRIEF OR OBJECTIVE
To communicate the new generation of Mercedes-Benz commercial vans: Sprinter. Its most important feature was the load capability; a strong differential from the others competitors. Our target was small/medium entrepreneurs and autonomous workers from different economic segments. We created: the SPRINTER RECEIPT. The SPRINTER RECEIPT was a well-designed receipt with the drawing of a Mercedes Van where the items bought were listed inside its loading area. Additionally, we developed a special software that could calculate the volume of the purchase. This information was printed on the end of the receipt, showing space there would still be left in a Sprinter.
We used a new kind of media to draw costumers’ attention: the purchase receipt. Not only that, it calculated the size of the purchase and showed how much space there would still be left in a Sprinter. So we interacted with the audience individually. Also, we did it when the Sprinter’s feature matter the most: when they were about to load their trunks.
We decided to talk to our consumers exactly when interior space and cargo capacity matter the most: when they were about to load their trunks. We came up with a special receipt that would make them see – through their purchases - how much cargo capacity the new Sprinter has.
An average of 15.000 receipts (with our ads in them) were printed each month. Consumers loved the idea and the project gained space in newspapers, blogs and social network