LLR Creative Director Arno Lindemann is supporting the jury at the GoSeeAWARDS again this year, and we are delighted to welcome the top creative to UPDATE in October. But until then, we present to you the new Sprinter campaign of the Hamburg-based creative agency.
Mercedes-Benz Vans and the advertising agency Lukas Lindemann Rosinski demonstrate how target group-relevant communication with individual storytelling works with the "100% for You" campaign and the launch of the third-generation Sprinter. And whether you like cats or not, the new films by Director Alexander Bach are fun for everyone...
The topic is the versatility of the new van. In preparation, Mercedes-Benz Vans delivered the target group segmentation of a thoroughly heterogeneous customer base, from which six personas were derived. "The Sprinter is a clash of diverse industries with multifaceted needs. That's why it's important that we not only talk about how versatile the Sprinter is but also indicate real relevance for customers. With features and functions that make the difference in their everyday lives. With the campaign '100% for You', we perfectly make this point," says Sonja Schneemann, Head of Marketing Communication & Operations at Mercedes-Benz Vans.
Tailored to the individual interests of the target group personas, the Hamburg creatives from LLR designed content with different approaches. The campaign's strength is content at peer level of personal relevance. Told in striking text charts and fast-paced images is a succinct story, which can be adapted depending on the scenario, without losing its narrative core.
Accompanying the campaign, eleven motifs (photography: Oliver Paffrath, Kindly Productions) stage the thematic focus and target-group features of the new Sprinter. In the urban settings surrounding the transporter, simple infographics are harmoniously blended into the motifs. The integrated campaign is extended with further CRM measures and communication at the POS.
Responsible from Lukas Lindemann Rosinski: Arno Lindemann (Managing Director Creation), Carsten Jamrow (Executive Creative Director Digital), Simon Cazzanelli (Senior Text), Arnt Christmann (Senior Art), Viktoria Heisig (Art Director), Sina Rollfing (Account Director), Thorben Weide (Management Supervisor), Anna Lübker (Senior Project Manager).
