Mercedes-Benz: Das Beste oder nichts – The Power of Narrative
Principal author: Haagen Pettersen, Futatsu Industries
Contributing author: Aris Theophilakis, Futatsu Industries
Summary of results
The ads have higher advertising awareness than other car ads
- RAM post-tests show that Mercedes-Benz ads have an advertising awareness of over 58%.
- The median for other car ads tested by RAM in Norway is 45%.
- Mercedes-Benz ads achieve up to 49% more awareness than other car ads.
The ads are liked more than other car ads
- All the ads that have been RAM post-tested score above average for being liked among ads tested in both DN and in the Norwegian car magazine Bil (Cars).
- The best-liked ad achieved a liking score of 69% – as much as 44% above the average of the ads tested in DN, and 87% above average for ads tested overall.