Mercedes-Benz USA, LLC: Passion campaign

Chris John Amorosino

Mercedes-Benz, whose cars were known for precise design and an elite image, felt the market shifting.

Mercedes-Benz USA, LLC: Passion campaign

Chris John Amorosino

OVERVIEW

Mercedes-Benz, whose cars were known for precise design and an elite image, felt the market shifting. Growth lay in the lower end of the luxury car market, as a strong economy put large numbers of people in a close-to Mercedes price range. Also, luxury features formerly available only on cars like Mercedes began appearing in other, lower-priced automobiles. In reaction to these trends Mercedes broadened its market by offering more models, some at lower prices, and an updated image. The accompanying advertising campaign was unconventional enough that it met substantial skepticism...

WARC subscribers can sign in to keep reading

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands