Mercedes-Benz needed to target two specific audiences in order to promote products which would be of interest to a niche group. Using ANPR and geo-targeting, i-media was able to segment vans and chauffeur-driven cars, directing creative towards the relevant audience. We delivered over 12 million targeted impressions, exceeding the client’s target by 15%.
12m+
Total impacts delivered.
320,000+
Average impacts per day.
115%
of target impacts delivered.
The Challenge
Mercedes-Benz required a targeted approach to disrupt competitor loyalty among van owners and chauffeurs. The objective was to intercept high-value SME decision-makers and professional drivers in environments where they are most receptive to premium fleet upgrades.
The Solution
We deployed a dual-intelligence model. By utilising our real-time ANPR engine to identify competitor van models and leading chauffeur vehicles, we ensured creative was only served to qualified prospects. For the Chauffeur segment, we further refined precision by layering site-specific ANPR with geo-fencing around private airports, capturing the exact moment these drivers were on duty.
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The Results
i-media delivered 115% of target impressions and 12 million impressions, with 10 million plays exceeding campaign benchmarks. Achieved a consistent average of 320,000+ daily impacts, maintaining dominant brand salience throughout the campaign period.
