Mercedes-Benz briefed us to help drive consideration of their new B-Class amongst young families with children.

These are active people who use their car as a workhorse. They are people who are also increasingly aware of environmental issues but still want to get the most out of life and out of their car.

The new generation B-Class allows them to do this. It is a go anywhere, do anything car. A practical, yet luxurious choice.

Our objective, therefore, was simple. Show people that the B-Class is the smarter, more flexible option. We wanted the campaign to show how this versatile and efficient car enables families to do things together; and do it in style.

So we teamed up with The Independent on Sunday to produce a supplement in the paper. Featuring adventurous family days out, ideas for romantic getaways and in-car entertainment ideas, the supplement showed the B-Class at its best.

We mailed our usual audience of prospects but thanks to the tie-in with The Independent we also reached some 200,000 additional prospects. All for the cost of a normal DM pack.

And with a 500% ROI, that’s also getting the most out of a DM campaign!