Mercedes-Benz communicates regularly with its customers by means of direct mailings and POS material at the dealer’s. For their winter campaign this year, they wanted to promote no less than three offers: their range of Original Accessories, their tire selection and their Winter Check-up.
Communicating three distinct messages in one mailing is not an easy task. We needed a direct mail concept that was attractive for the reader and would offer lots of space. The magalogue, a blend of magazine and catalogue, soon emerged as the winning concept: we could tell a visually stunning story about the Mercedes-Benz lifestyle while at the same time having plenty of space for Mercedes-Benz’s products and promotions.
We opted for a 12-page magalogue in a small A5 format in order to keep postage costs down. We combined it with a transparent blister to make sure the beautiful cover visual would stand out immediately in the letterbox. Based on the messages in the magalogue, we developed a variety of POS material including posters and a narrowcasting video.