Mercedes-Benz USA, LLC: Unlike Any Other campaign

Candice Mancini

With the arrival of the brand-new SL500, Mercedes-Benz USA (MBUSA) wished to gain the number one spot in the U.S.

Mercedes-Benz USA, LLC: Unlike Any Other campaign

Candice Mancini

OVERVIEW

With the arrival of the brand-new SL500, Mercedes-Benz USA (MBUSA) wished to gain the number one spot in the U.S. luxury-automobile market. At the time it sat in third place, behind BMW and Lexus. MBUSA and Merkley Newman Harty & Partners (later renamed Merkley and Partners), an ad agency based in New York, believed that by simply revealing the SL500 as "Mercedes at its finest," Mercedes's goal could be achieved. Thus, the 2002 "Unlike Any Other" campaign was launched. As it was promoting an $85,000 automobile, the campaign was not...

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