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...