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...