"Instead of sending a mailing to the common and tedious business owners, the Mercedes-Benz put his Sprinter to write letters - with mud.
The tire was turned into a printing press that produced job applications - since the car's brand is one of the best employees a company can have " - directed at executives. Along with direct mail, the address of a site to see the production of the letter."
This was a work of by a german agency, Lukas Lindemann Rosinski. Be sure to check out their website here which, exactly like the spirit of the ad above, combines the contemporary with the traditional, with a twist of humor and whit.
Taking a direct mail to the next level, this firm decided to give the new Mercedes Sprinter a human character, which always helps to add a sense of humor and helps the audience associate themselves with the "hero". It arouses feelings and forms an emotional bond with the character (the vehicle in this case).
In addition, we see an extraordinary task, which is based an unusual idea. Unusual is always original and in this case, they were challenged to find a way to make it possible for the vehicle to write its own letters. The process involved, which is effectively presented in the video, helps the audience feel the "awww!" needed to arouse even more positive feelings of admiration and interest to see how it was actually done.
Finally, the direct mail itself, is filled with the greatest characteristics of a letter. It is "hand" written, original, intimate and personal, since each one is unique. It is... a piece of art. It is worth noticing that the person that receives the direct mail, is distinctively lead to visit the mini site, to find out for himself if it was actually "written" by the van itself.
We have dm leading to viral and viral leading to interest and the other way around.
