Mercedes: #YOUDRIVE

Campaign details

Advertiser: Mercedes
Agency: Maxus
Category: Product / Services Launch
Region: 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 their late 40s and 50s, we targeted a younger audience of 25-44 year olds aiming to change overall perceptions of the brand and to make Mercedes more relevant to them.

This audience experience the world through a variety of connected devices, expect immediacy in all forms of communications and expect brands to connect with them on their terms. They have opinions, want to be involved and given the right encouragement, will share their views with a wide audience of their peers.