Mercedes-Benz Australia: Repurchase Campaign

Mercedes-Benz, an automotive brand, launched a repurchase campaign in Australia to encourage customers to become more loyal to the brand.

Agency: Clemenger BBDO Melbourne

Product Description

Mercedes-Benz is the Australian luxury-car market leader; due to recent growth, they had large numbers of new customers who had only ever purchased once. Ensuring these customers repurchased and became loyal was vital for the long-term health of the brand. To do this the repurchase campaign focused on two key metrics; 1. increase the number of sales directly attributable to the communication by 30 vehicles. 2. return on investment of 2000%; $20 profit for every $1 spent.

Objective of the Campaign

Mercedes-Benz' Repurchase strategy was developed to identify and target existing customers who...

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