Mercedes-Benz: Invisible Drive

This case study describes a campaign in France and Germany from Daimler, the car manufacturer, which emphasised the environmentally sustainable features of Mercedes-Benz F-Cell by making an invisible car.

Mercedes-Benz: Invisible Drive

Client: Daimler AGBrand: Mercedes-BenzAgency: Jung von Matt AGCategory: Small BudgetCountry: Germany

Within the course of the international conquest strategy, Mercedes-Benz launched a series of communications activities to reconnect with the next generation of car buyers. The mission behind the Invisible Drive campaign was to convince the most ambitious group of all: young, tech-savvy and environmentally conscious opinion leaders who are not particularly fond of established premium car brands like Mercedes-Benz.

BMW with the Guggenheim Lab and Audi with the Urban Future Initiative have already launched big, worldwide programmes...

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