Mercedes-Benz: How planning made a brand younger by going back to the classroom
Ollie Gilmore and David EdwardsAMV BBDO
Summary
This paper describes a shift from planning comms that teach, to planning an environment that best enables people to learn.
For decades, Mercedes-Benz had suffered from a perception that their cars are for pensioners, with Audi and BMW seen as more dynamic, 'youthful' options.
The insight to confront this came from surveying category comms. With its short headlines, stats-focus, impersonal tone and Teutonic' feel, it felt like an uninviting classroom.
So we created the opposite. In Escape the...