Daimler: Investigation

Mercedes-Benz, a car brand, created one campaign to showcase five cars (The A-Class, B-Class, GLA, CLA and CLA Shooting Brake) by producing a film that successfully encompassed all of the cars into the storyline.

Campaign details

Brand: Mercedes-BenzAdvertiser: DaimlerAgency: BBDO ParisCountry: France

Countries in which effectiveness was proven

France, Italy & The Netherlands.

Campaign background

We are all instinctively against the constraints in a creative brief. But we have all experienced that thanks to them, sometimes magic happens.

This is what happened in this case.

In Europe in 2016, Mercedes-Benz decided to concentrate its media spending on launches for new ultra-premium models. These ones deliver few volumes but are used as flagships to feed the premium dimension of the brand. But this strategy didn't let enough budget...

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