Mercedes-Benz: How biometrics solved a decade old brand challenge

This case study explains how Mercedes-Benz, the car manufacturer, used the power of sound to increase sales in the UK.

Mercedes-Benz: How biometrics solved a decade old brand challenge

AMV BBDO

The observer effect is a phenomenon that has been widely reported in the world of marketing research (not to mention several episodes of Star Trek).

At the heart of this paper is a story of how Mercedes-Benz devised a research methodology that revealed the true, unbiased biological response to driving our cars.

A methodology that enabled us to unlock a deep-rooted insight that helped us transform the sales performance of one of our most pivotal models. A model that had faced relentless, 'superior' competition from two...

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