Mercedes Benz: The Road to Mecca

Tahaab Rais, Estelle Khayat

Automotive brand Mercedes-Benz drove distinctiveness for its G-Class model during Ramadan in the Middle East by focusing on the emotional side of the sacred pilgrimage to Mecca.

Campaign details

Brand: Mercedes Benz Brand owner: Mercedes Benz Entrant company: Publicis Middle EastIdea creation: Publicis Dubai Market: Middle East & North Africa (general region) Sector: Luxury automotive Media channels: Magazines - consumer, Websites & microsites, Online video, Social media, Public relations Budget: Up to 500k

Executive summary

The Road to Mecca is a unique campaign by Mercedes-Benz that brings to life the true meaning of Ramadan through a long-form branded content series, in partnership with an unexpected individual and an expected platform for...

WARC subscribers can sign in to keep reading

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands