The S Guard Mercedes direct mail

A direct mail piece designed to stand out, for those that wish to not.

 
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It only looks like a Mercedes

Challenge

Introduce the Guard S 500 Mercedes to personal bodyguards for the wealthy. Not only are these people very secretive, but getting to them is almost as difficult as getting to their clients.


Solution

Tap into the psyche of this audience by creating a sense of security from the initial outer mailer to the contents inside. They receive in the mail, an envelope that looks and feels like a special assignment. Labeled “confidential” and with beautiful touches like a small profile of the car. Once opening the fabric tie at the top, a “special assignments” folder is revealed. Inside are directions to begin their assignment (go online to find out more about the car) and a Mercedes S Guard 500 brochure. The audience loved it, but let’s just say they’re not talking.

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