Mercedes-Benz A-Class: #YouDrive
Agency: Abbott Mead Vickers BBDO LondonAdvertiser: Mercedes-BenzBrand: Mercedes-Benz A-ClassCountry: United Kingdom
Objectives
Background
Mercedes-Benz is the oldest car manufacturer in the world and, alongside BMW, had dominated the prestige car market for decades. Since 1982, the steady rise of Audi and the extension of competitor prestige marks into the high volume small car sector had left Mercedes-Benz struggling to compete. At the start of 2012, Mercedes-Benz's share of market relative to its key prestige competition was 26.6%.
Relative share development 2003 – 2012
Source: NCBS
This was a frustration because...