Mercedes-Benz: Escape the Map

This paper describes how Mercedes-Benz has achieved unprecedented engagement with a younger audience by pioneering a different approach to automotive marketing.

Mercedes-Benz: Escape the Map

Principal authors: Ollie Gilmore and David Edwards, Abbott Mead Vickers BBDOContributing author: Steve Mustarde, Abbott Mead Vickers BBDO

Introduction:

This paper describes how Mercedes-Benz has achieved unprecedented engagement with a younger audience by pioneering a very different approach to automotive marketing. An approach where online and offline media combined to generate engagement not just with communication, but with the brand and its product, directly converting into increased sales.

Propelled by the creative concept of a dynamic car in a dystopian world, this is the story of a campaign that has achieved record levels...

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