After showing my project to friends, family, and other
students, I found I got mostly positive feedback. Everyone loved the idea and
seen the great intentions behind it. “This core
idea must be flexible enough to sustain a campaign, where every point of
contact becomes a compelling experience.” Advertising by
Design, Robin Land Page 9. The idea I have
behind the “Let it Drive You” slogan and free for a week campaign is a new and
innovative idea to the automobile industry. “A branded
utility is a product created by a brand or sponsor
that is ostensibly useful to the consumer and generally (but not always)
offered free of charge. The product (or branded utility) should provide a
useful and pleasant experience for the consumer.” Advertising by Design, Robin Land Page 9. Nobody could tell me Mercedes current campaign
and thought mine would be a great way to target young successful millennials. “One way to make a brand relevant is to provide something
useful—to appeal to people and earn their attention—based in their special
interests or needs.” Advertising by Design, Robin Land Page 52. My creative content I got comments on it could
have been done differently. I got a suggestion to not even have the vehicle in
the creative content. Focus on the let it drive you and show people someone
making it to the top of their success. “We associate
the product with the desirable experience.” Advertising by Design, Robin
Land Page 87. Making the vehicle the tool used to achieve the success.
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