Mercedes-Benz A-Class: #YouDrive

This UK campaign, for luxury automaker Mercedes-Benz, used social media to overturn negative perceptions about the brand.

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...

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