Not for everyone: The programmatic launch for the new Sprinter.
The international launch of the all new Sprinter presented us with a challenge. Because there wasn’t THE one international audience. Rather fragmented segments of diverse audiences, filling multiple keynote slides. The product itself offered the solution, being the only thing as versatile. No other vehicle exceeds the Sprinter in configuration.
The idea: With over 1,700 variants and 600 options, 99 % of Sprinters are not for you. Because ONE is 100 % for you!
Following this idea, there wasn’t THE one commercial – but a variety of contents, adapting their storytelling to the targeted audience, based on six personas, who we identified together with the client. No matter, if you’re an experienced business owner or a future oriented newcomer, everyone will see different content and relevant features.
Aside from the social media focused contents, 11 print motives, CRM and Retail communication flanked the campaign.
Job: Creative Direction, Claim, Concept Team: C. Jamrow, S. Cazanelli, A. Christmann Agency: Lukas Lindemann Rosinski