Mercedes-Benz
A Class Launch Campaign
Client
Mercedes Benz Middle East
Agency
Impact BBDO
Art Direction & Copyrwiting
Taraka 'TK' Tennakoon
Taking the lead and changing perceptions.
When Mercedes-Benz launched the 2013 A-Class in the region, they did so with a splash and verve never done before.
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Targetted at fast-paced, millennial professionals, the campaign was a fresh, urbane twist on a brand that suffered from the perception of being one for the more established, wordly set.
With the campaign being dynamic in style and bold in tone, my role was to augment it with an equally strong digital push. Armed with perhaps the "most unusual media plan in Mercedes Benz Middle East's history", I sought to adapt the messaging to suit each unique touch point.
From Yahoo!'s login page to banner takeovers of the region's most fashionable web portals, I created bespoke digital media that piqued the interest of the target audience, resulting in a CTR of 2.3%, beating the industry standard of 0.4%.
Results & Impact
300 cars sold in 3 months, with a campaign CTR of 2.3%
The campaign's click-through rate beat the regional industry average by 20%, making it one of Mercedes Benz's most successful digital campaign in years.
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Through this unpredecented campaign reach, Mercedes Benz was able to successfully sell out is entire stock of A Class vehicles, while simultaneously reaching a brand new audience demographic and type of driver.