Builders, painters, engineers, plumbers and gardeners are hard-working folks who often go underappreciated. Mercedes-Benz decided to change that when it began promoting its Vito Edition. The company, with the help of the N=5 and MediaMonks, created the Heavy Labor Discount, which celebrates those who do manual labor. The more bruised, banged up and blistered the tradesman's hands, the bigger the discount he received.

Launch the campaign
Published
June 2014
Topics

The Story

Builders, painters, engineers, plumbers and gardeners are hard-working folks who often go underappreciated. Mercedes-Benz decided to change that when it began promoting its Vito Edition. The company, with the help of the N=5 and MediaMonks, created the Heavy Labor Discount, which celebrates those who do manual labor. The more bruised, banged up and blistered the tradesman's hands, the bigger the discount he received.

Potential Vito buyers who think they qualify can scan their hands via webcam, and the Heavy Labor Discount app then decides whether or not the laborer is eligible. The level of the discount (up to € 9,000 off) is based on the state of their hands. Too manicured? If so, no discount for you.

The Technology

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    Commerce

    Mercedes-Benz testdrive request module

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    Web/Apps

    Webcam

    Google Analytics

The Results

So far the campaign has resulted in 135 requested test-drives. In three weeks, Mercedes-Benz received the number of test-drive requests it generally receives in a year.

22,157

Unique visitors

19,150

Unique heavy labor workers

135

Requested test-drives

Launch Date Feb. 5, 2014