The Tribal Rapport Field Guide
Mercedes-Benz
Issue 37 | December 2015
Agency
Impact BBDO Dubai
Creative Team
Regional Executive Creative Director Fadi Yaish Art Directors Khaled Said, Abdelaziz Metwally, Ibrahim Barakat Copywriter Alok Mohan Creative Director Design Scott Leder Designers Mohamed Said, Rijin Kunnath Raju Visualizer Karna Mukhia
Production Team
Executive Integrated Producer Clarisse Mar Wai May Creative Services Director Tennyson Torcato Production Manager Sajan Abraham
Other Credits
Account Manager Albert Lorenzo Media Planner Mina Tahajody Head of Marketing Communications Mercedes-Benz Cars Lennart Mueller-Teut
Date
May 2015
Background
To promote the Mercedes-Benz G-Class, regarded as the best off-road vehicle in its class, an engaging giveaway to both existing and prospective customers was required. It had to celebrate the adventurous spirit of the G-Class and be something that the receivers would want to keep.
Idea
While the G-Class might be impervious to everything that nature could throw at it, the same was not true of its drivers.
In case they should experience a hostile encounter with a remote tribe, while out and about in their G-Class, the Tribal Rapport Field Guide was written to help them manage the trickiest situations.
The 115-page leather bound book featured 12 international illustrators who brought to life 12 tribes from around the world with unique art expressions.
The likes and dislikes of each tribe were described and Mercedes even went so far as to identify and supply the perfect gift to ensure the driver a warm welcome, wherever he ended up.
For example, for the Yaohnanen tribe of Vanuatu, who worship Prince Phillip, would appreciate the life-size die-cut poster of the Prince, which was supplied in the Guide.
To ensure a safe passage, wherever they went, all G-Class drivers needed to do was identify the tribe, tear out the corresponding gift and offer it to the leader of the tribe.
Results
Not known
Our Thoughts
This was also a print campaign as well as a book and a mailing. And the craft skills throughout are of the highest order. Or, as Matt Batten commented, when looking at the work: “Nice idea, beautifully designed.” The illustrations are exquisite, the paper stock is the best. That’s the thing about potential Mercedes drivers. Palm them off with something that looks and feels distinctly Daihatsu and you have lost them forever. Brands communicate more clearly in how they say something than it what they actually say. This says, you’re important to us and we haven’t just spent money on you but time and thought. Even if this piece only contributed to the sale of, say, four vehicles, the ROI would have been worth it.