Wirz: Only the navigation system knows the destination
Wirz has launched an unusual campaign for the new Mercedes-Benz A-Class: In the “Mystery Test Drive,” only the GPS knows the destination.
With the new A-Class and its wide range of configuration possibilities and design options, Mercedes-Benz is going all out for individuality and is thus targeting young people between 25 and 35 in particular. Fittingly, the motto: "Ready for a car that suits you?". The car is as individual as the test drive. On this basis, Wirz has launched the Mystery Test Drive: When you get in, you don't know where the journey will take you. Only the pre-programmed navigation system knows the way and guides the driver to a surprise destination: an exclusive event that suits the personal lifestyle.
To win the personal thrill, participants gave up on Mystery-test-drive.ch their interests. In the event of a win, these were used to select an individual experience for them that money can't buy. The promotion, which went on air at the beginning of October with an online clip and various banners, was a complete success. The sign-up rate for a test drive in the new A-Class was five times higher than expected. What exciting things the drivers experienced during the Mystery Test Drives were captured by camera teams and can still be followed on the website. Jeff is responsible for organizing and documenting the Mystery Test Drives.
Responsible at Mercedes-Benz: Oscar Ferrer (Head of Marketing Mercedes-Benz Cars), Christina Jaldón-Koch (Head of Advertising & Brand Manager Mercedes-Benz Passenger Cars), Danijel Sljivo (Project Manager Marketing/Communication), Myriam Dünnenberger (Project Manager Marketing/Communication). Responsible at Wirz: Livio Dainese, Fernando Perez (ECD), Wolfgang Bark, Sarah Ming (text), Dominique Magnusson, Julien de Preux (AD), Gaël Tran (Digital AD), Ben Staudenmann (graphics), Yves Rückert, Tina Mons, Antonia Sturzeis (consulting), Vincenzo Tremonte, Johannes Schulmeister, Aline Herzog (digital). Live communication: Jeff Communications; Linus Eidenbenz (Managing Partner), Valentin Hagedorn (Project Assistant), Matthias Klöti (Project Assistant). Media: Fuel@VivaKi.
