Find out how we created a family of TV ads that go the distance
Mercedes-Benz Vans were presented with an eleventh hour opportunity to secure a lucrative sponsorship of a new, peak strand of programming on UKTV’s Dave Channel. We were challenged with the task of developing not only the creative execution, but to deliver a full production solution within a one month period, before launch on the channel.
Working to a very strict set of content guidelines, we rose to the challenge delivering a series of twenty 10 second idents in record time. From the initial creative concept, we developed storyboards for a series of fictitious and witty company names, with suitable variation to ensure the longevity of the idea.
Celebrating the personality and uniqueness of the van driving Great British public, we highlighted the stylish and practical Sprinter, Vito and Citan range. This addition of humour and personality but with a clear customer-centric approach aligned very effectively with the need for the brand to break down price premium perceptions as part of its wider UK strategy.
Delivering a successful campaign
A series of twenty idents were created for the six month sponsorship period, covering 32 hours of programming per week on Dave Channel.
Behind the Scenes
The campaign had a reach of 56.6% in the UK (7.1m people), 37 OTS (opportunity to see), Male 25-54’s. Further engagement was achieved with social channels, securing new brand fans.