As part of a campaign designed to announce the 2008 Mercedes-Benz Summer Sales Event, this dynamic and engaging mailer is designed to excite. The theme of the amusement park, showing thrilling roller coasters, reminds readers that summer is the time for fun and excitement, the same feelings that can be associated with driving and owning a Mercedes-Benz.
This style and adventurous theme was a bit of a stretch for the brand, but Mercedes-Benz did see an uptick in event responses as a result of this mailer. The nontraditional presentation and accessible appeal of the piece helped position Mercedes-Benz Summer Love Event as a unique and exciting event. Not only is the piece filled with valuable sales, product and brand information, but it gave people another reason to appreciate direct mail.