Mercedes-Benz USA: Take the wheel
Campaign details
Advertiser: Mercedes-Benz USAAgency: RazorfishCategory: Brand Awareness , Lead Generation / Direct Response / Conversion , Product / Service Launch Region: North America
Strategy
The Mercedes-Benz brand had a problem.
The median Mercedes-Benz buyer is 54, which is five years older than both BMW and Audi buyers. Over 40% of millennial buyers reported they would consider an Audi or BMW for their next car, while only 28% would consider a Mercedes-Benz. Worse yet, 36% would definitely NOT consider a Mercedes-Benz, compared to only 20% for Audi (source:...