Mercedes Benz: The Road to Mecca

Automotive brand Mercedes-Benz drove distinctiveness for its G-Class model during Ramadan in the Middle East by focusing on the emotional side of the sacred pilgrimage to Mecca.

Campaign details

Brand: Mercedes Benz Brand owner: Mercedes Benz Entrant company: Publicis Middle EastIdea creation: Publicis Dubai Market: Middle East & North Africa (general region) Sector: Luxury automotive Media channels: Magazines - consumer, Websites & microsites, Online video, Social media, Public relations Budget: Up to 500k

Executive summary

The Road to Mecca is a unique campaign by Mercedes-Benz that brings to life the true meaning of Ramadan through a long-form branded content series, in partnership with an unexpected individual and an expected platform for...

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