Mercedes-Benz: Das Beste oder nichts - The Power of Narrative

Mercedes-Benz, the premium automotive maker, was lacking appeal among younger affluent car buyers in Norway, who perceived the brand as too expensive and quite old-fashioned.

Mercedes-Benz: Das Beste oder nichts – The Power of Narrative

Principal author: Haagen Pettersen, Futatsu IndustriesContributing author: Aris Theophilakis, Futatsu Industries

Summary of results

The ads have higher advertising awareness than other car ads

  • RAM post-tests show that Mercedes-Benz ads have an advertising awareness of over 58%.
  • The median for other car ads tested by RAM in Norway is 45%.
  • Mercedes-Benz ads achieve up to 49% more awareness than other car ads.

The ads are liked more than other car ads

  • All the ads that have been RAM post-tested score above average for being...

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