Mercedes: #YOUDRIVE

This case study describes how Mercedes, the car manufacturer, marketed its new A-class car to a younger-than-usual age demographic in the UK, with a strategy that took advantage of multi-screening behaviour.

Mercedes: #YOUDRIVE

Campaign details

Advertiser: MercedesAgency: MaxusCategory: Product / Services LaunchRegion: 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...

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