Campaign details
Agency: Gruppo RoncagliaCountry: Italy
Background
In everyone opinion, Mercedes-Benz is a leader in technology. The supremacy in Fl (where technology is fundamental) confirms its leadership. Successes in every motorsport category, its history made of prestigious cars and high performances, are not enough to modify the perception into big public: for everyone MB is rigorous and rational; for this reason the target interacts with the brand using more head than heart. Mercedes-Benz wanted its passionate side to break through and improve interaction with the target, increasing the fan base.
National context of the campaign
In Italy,...