The S-Class from Mercedes-Benz is all about the very highest standards of luxury, comfort, safety and engineering, but in an understated way. Retailing from £55,895 it is a car for drivers who are extremely discerning in their tastes and appreciate being spoken to with subtlety, confidence and depth.

That’s the insight we used when developing the integrated campaign, which includes POS, direct mail and email.
The leading headline for all the campaign elements was: ‘Exceeds all expectations at a glance. Goes even further on closer inspection.’

We used UV inks and blind embossing to convey impressive facts that were not apparent at first glance, but revealed on closer inspection. Just like on the S-Class itself.

This idea was extended through all the elements of the campaign. The point of sale panels, for example, ‘tempted’ readers in with a main headline, and then ‘engaged’ their interest with a more subtle headline printed in UV ink.

Likewise, the direct mail featured shots of the car and its main features, each accompanied with an immediately-apparent headline, and a more understated, slightly hidden counterpart which might not have been obvious on first glance. Indeed, all bodycopy was written in alternate sections: immediately obvious, and less apparent.

Emails required recipients to scroll to the right, in order to discover concealed facts about the car.

So a simple truth, drawn from the product itself, underpinned the campaign and encapsulated the unique S-Class tone of voice.