When the client moved their in-house agency from NY to Atlanta, not everyone made the trip. So The frank Agency stepped in to fill the gap. I wrote direct mail for the Sprinter van and helped launch the Metris, a new midsize van in the Mercedes lineup. It made the client see The frank Agency with new eyes and an open checkbook.
The new Metris mid-size van attracted two very different audiences: soccer Moms and skilled tradesmen. One needed to transport kids comfortably while the other needed to carry loads easily.
An “ability” campaign helped deliver the message simply and memorably.
A 4-panel brochure packed all the goods into a small space (just like the Metris) and gave dealers a sales tool they desperately needed.
The full-size Sprinter van is best-in-class but comes with a higher price tag. Showing how affordable a new Sprinter could be gave sales a new lease on life.
The client liked this idea so much they used it for their passenger car division Christmas email. (Motion graphics really bring this concept to life.)
