Mercedes-Benz A Class: Escape the Map

Mercedes-Benz used this campaign to address the widely held perception in the UK that its cars were for an older clientele, a reward at the end of a career, and to encourage 25-49 year olds to reappraise the marque.

Mercedes-Benz A Class: Escape the Map

Abbott Mead Vickers BBDO London

Advertiser: Daimler AGBrand: Mercedes-BenzCountry: United Kingdom

Objectives

This paper describes how the provision of an interactive experience with a Mercedes-Benz car led to the fastest-ever payback for an automotive campaign, in a major effectiveness awards competition, anywhere in the world.1

This achievement came by tackling a long-running problem. Namely: a public perception that Mercedes-Benz cars are for retirees; the reward at the end of a career rather than the companion during it.

This had been a long-running problem. Back in the 1980s, brand...

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands