Marketing cars: A prestige marque for the young
David Edwards and Ollie GilmoreAbbott Mead Vickers BBDO
With the launch of the A-Class on the horizon, Mercedes-Benz needed to appeal to young drivers, so it created an interactive driving experience game linked to TV advertising, which changed perceptions about the brand.
Prestige car manufacturers are increasingly concerned with attracting younger drivers. There are a host of reasons for this.
First, long-term growth in incomes and declining average prices have reduced the age at which someone can feasibly consider a car from a prestige marque. For example, a Mercedes-Benz...