Mercedes-Benz USA: Tweet Race

Agency: Razorfish
Client: Mercedes-Benz USA
Product: Automotive

Objectives

The main objective of this campaign was for Mercedes-Benz to connect and engage with a younger audience.

Currently, Mercedes-Benz owners are some of the oldest in their luxury competitive set with a median age of 54 years. They also have and a lower concentration of Gen Y and Gen X consumers as a percentage of current owners. Mercedes-Benz benefits from high brand awareness and admiration amongst these younger generations; however, they do not feel that it is a brand for them. In a 2010 Dwell study of New Affluents, Mercedes-Benz was ranked as #2 in an overall brand rating, with 68% of respondents classifying their opinion of the brand as "excellent" or "very good". However, when it comes to consideration for next auto purchase amongst the same survey group, Mercedes-Benz is ranked #8, with only 21% citing Mercedes-Benz as a brand they would consider.