Mercedes: #YOUDRIVE
Campaign details
Advertiser: MercedesAgency: MaxusCategory: Product / Services LaunchRegion: EMEA
Strategy
Mercedes tasked us to help launch the new A-class, their most important launch in 60 years, to a new younger audience. The average age of a Mercedes driver is 47; the new car was aimed at 35 year olds.
To do this we needed to change brand perceptions from "Sedate Luxury" to "Youthful Energy" as well as driving 50,000 retail leads, a new UK high for a car that hadn't yet launched.
While the typical Mercedes-Benz driver is in in...