LOWE RMP CREATES MERCEDES-BENZ DIRECT MARKETING CAMPAIGN
By Adnews Staff
Toronto-based Lowe RMP has created a new direct marketing effort for Mercedes-Benz Canada which will get underway this month. The piece is based on the theme of engagement. Its purpose is to promote test drives by potential consumers by offering to bring a 2002 Mercedes-Benz S-Class to the recipient's home or office. A key ring is enclosed, "should you fall in love." Consumers who take a test-drive will be entered into a draw to spend a day learning to drive a Formula 1 race car at Shannonville Motorsport Park in Ontario this summer. Roche Macaulay & Partners assisted in the creation the direct mail piece. Roche Macaulay has held the Mercedes-Benz account for the past six years. A telemarketing component, also being co-ordinated by Lowe, will support the direct mail campaign.