Luxury Mailer
Mercedes-Benz (DCUK Limited)
Issue 3 | July 2008
Agency
Claydon Heeley
Creative Team
Jonny Watters - Copywriter;Gary Fraser - Art Director;Dave Woods - Executive Creative Director;Peter Harle - Executive Creative Director;Andrew Carlisle - Designer;Jessica Tibbles - Designer
Production Team
Georgie Bradshaw - Senior Project Director
Other Credits
Chris Westlake - Client Partner;David Skerrett - Business Director;Mark Lainas - Account Director;Simon Gregory - Account Executive
Date
April 2007
Background
Spring 2007, and Mercedes launch the most elite member of their range - the new CL-Class. The primary objective of the campaign is to encourage test drives to demonstrate the superiority of the car over its competitors.
Idea
The line ‘The new CL-Class. Words cannot do it justice’ is de-bossed on the leather outer reflecting the level of quality and luxury the CL-Class offers. Inside this eye-catching envelope is a polished chrome plate ‘inner’ with a test drive response number etched into it. Clean, confident and classy - reflecting the new CL-Class.
Results
Not yet available.
Target Audience
Competitor drivers
Size
30,000 mailings
Our Thoughts
A week after I saw this leather mailing at Directory, a pal of mine who’s a grand fromage in the city told me about it. For him to look at it, remember it and talk about it shows what a great bit of branded communication this simple idea is.