Mercedes-Benz USA: Tweet Race
Agency: RazorfishClient: Mercedes-Benz USAProduct: Automotive
Objectives
The main objective of this campaign was for Mercedes-Benz to connect and engage with a younger audience.
Currently, Mercedes-Benz owners are some of the oldest in their luxury competitive set with a median age of 54 years. They also have and a lower concentration of Gen Y and Gen X consumers as a percentage of current owners. Mercedes-Benz benefits from high brand awareness and admiration amongst these younger generations; however, they do not feel that it is a brand for them. In a 2010 Dwell...