Campaign details

Brand: Mercedes-Benz
Agency: Socialize
Country: United Arab Emirates

Marketing context

Electrification, autonomous driving and on-demand mobility concepts like Uber and Careem are changing our industry with a momentum we have never experienced before. New competitors are entering our market and changing the rules of the game. Marketing is affected too. Luxury car manufacturers are all competing for the attention of a new, younger audience as brand loyalty in this industry is largely defined by the entry level car that you drive, or aspire to drive. Our challenge was to stand-out from competition and convert the younger, in-market audience into a Mercedes-Benz driver. Getting them to test-drive our cars is an important milestone within their purchase decision cycle.

Campaign planning

The Arab consumer has shifted to mobile at record speed, placing a strong premium on the immediacy and convenience of communication. This has given rise to the popularity of instant-messaging and chat apps like Facebook Messenger with 36 million people across the Middle East using it everyday to communicate with family, friends and brands. With Mercedes-Benz looking to attract this younger, digitally savvy consumer to the brand – one who would much rather scroll down their mobile screen than walk through a showroom – we needed to bring the same personalised relationship-driven Mercedes-Benz sales experience to them, where they spent time. And we wanted to stand out from competition so we had to be the pioneer of our own success.

Marketing and media strategy