Mercedes-Benz Programmatic Dynamic Audio

Mercedes-Benz, an automotive brand, promoted its brand to residents and holiday-goers in Alaçatı, Turkey, by launching a dynamic audio campaign to encourage visits to its pop-up store.

Campaign details

Brand: Mercedes-BenzAgency: Zenith Turkey / SkysectionRegion: EMEA

Strategy

Objective

People do not think about the automotive category while they are on holiday. In order to bring the Mercedes experience to people wherever they are, we have opened a pop-up store in Alaçatı, where affluent people frequent during summertime. As pop-up stores operate only for a short time, reaching potential target audiences in real-time, in relevant moments and inviting them to our stores with relevant and attention-grabbing ways was very important. Mobile radio, which had high reach and affinity among the target audience, had a...

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