Mercedes-Benz: GLC launch

This case study explains how Mercedes-Benz, the car company, used a hologram to promote its new GLC SUV model in Australia.

Mercedes-Benz: GLC launch

Executive summary

Product Description:

The all new, high-tech GLC is Mercedes-Benz most innovate SUV ever and arguably the most groundbreaking in market. Its launch was intended to shift Mercedes-Benz towards being the number one leader across all car segments.

Objective of the Campaign:

Australians love SUVs. They're the global leader in terms of market share, with the sale of luxury SUVs increasing by just under 25% in 2014. However, despite dominating every other luxury car category, Mercedes-Benz had been the challenger in the SUV segment, playing second fiddle to BMW and Land Rover. The primary objective was...

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