Best Automobile Email Message

As the title sponsor for the premier fashion event of the year, Fashion Week 2007, Mercedes-Benz USA demanded a high touch campaign consisting of a microsite, online advertising, email marketing, and a great deal of video content. Emails were timed to respect the recipient’s inbox (read: avoid email overload) but sustain her attention span with relevant, exclusive content she simply can’t find anywhere else. The recipients of these emails were people who signed up to received exclusive emails from behind the scenes at Fashion Week, and are people who would be considered a target buyer. The overall goal of the emails was to aid efforts to change the Mercedes-Benz brand perception to one that is decidedly fashion-forward, modern, and sexy and raising consideration among women. Specifically, the client was looking to see high level of entry to the site through the emails, surverys completed, sales actions requested (request for brochure or quote, schedule a test drive)--leading directly to sales leads.

Contributors:

CM Blue Business Unit:

CRITICAL MASS

Location: USA