In order to get more companies to buy the Mercedes-Benz Sprinter, German ad agency Lukas Lindemann Rosinski actually got the Sprinter to apply for a job. To do this, they came up with the world’s first printing tyre. This enabled the Sprinter to write its own letters of application, all on its own.
Why this direct marketing idea lands
The power is in the role reversal. Instead of telling fleet managers that the Sprinter is a hard worker, the campaign makes the vehicle behave like one. It “applies”. It shows initiative. And it creates something physical that naturally gets noticed on a manager’s desk.
What makes the execution feel credible
The printing tyre is not a metaphor. It is the proof. It turns the van into the production tool, which makes the claim harder to ignore. If the Sprinter can literally produce its own application letter, it signals capability without relying on copy.
What to borrow for B2B marketing
- Make the product do the talking. Let capability show up as a concrete action.
- Put the idea into the buyer’s workflow. A real letter in a real office beats another brochure.
- Design for “desk gravity”. If it looks like it belongs in the process, it is harder to dismiss.
A few fast answers before you act
What did Mercedes-Benz do here?
They had a Mercedes-Benz Sprinter “apply for a job” to companies as a way to drive interest and consideration.
Who created the campaign?
German ad agency Lukas Lindemann Rosinski.
What was the core mechanic?
A custom “printing tyre” that enabled the Sprinter to write its own letters of application.
Why is it effective as direct marketing?
Because it delivers a physical artifact into a business context, and the product itself is the proof of the idea.
What is the main lesson for B2B campaigns?
Convert product benefit into a behavior that buyers can witness, not just read about.
