Case Study: Mercedes

The Way It Was

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The C-Class was intended to offer a new hipper generation of consumers a reasonably-priced entry into the Mercedes-Benz family.

Late summer, 2001, the most compelling addition to the C-Class family, the Coupe, was introduced.

The Challenges

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Stiff competition in the sport coupe category, with established players like BMW totally dominating "mind share".

Stigma around the brand as relevant to older, more established consumers. Our younger target would never set foot in a Mercedes-Benz dealership.

The Insights

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The youthful, energetic audience we were coveting needed to feel "invited" the Mercedes brand and the C Coupe.

Connecting our target in unexpected, "un-Mercedes" places was key to demonstrating an authentic and believable change within the brand.

The Actions

"Unexpected" tone for Mercedes, designed to intrigue a new kind of customer. We grabbed the attention of hip, trendy, urban consumers in their own environment: outdoor billboards, wild postings, zoom postcards in bars and restaurants, "Spotlight" nights in key urban locations, internet banners and buttons, magazine advertising and C Coupe displays in select locations. Plus, an aggressive Cinema advertising campaign, featuring a 60-second spot running in every Famous Players theatre across the country.

"Under the radar" initiative coinciding with the prestigious Toronto International Film Festival. During the Opening Night Gala, 9 brightly colored Coupes drove in a convoy past paparazzi- littered carpet. The Coupes and their drivers were dressed in mock- wedding attire in order to play on the title of the kick-off movie: The Last Wedding.

The Results

Mercedes had seen a marked increase in showroom traffic among younger consumers. In addition, the campaign drew a great deal of press around Mercedes' effort to appeal to a younger audience.

Most importantly, the C-Coupe was sold out in Canada until spring 2002. Rejuvenated the brand and made it accessible to a younger and more hip audience.