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...