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Mercedes-Benz
Moving cars and changing minds on Instagram

RAN IN: United States

CLIENT
Mercedes-Benz

Mark Aikman - Social Media Lead
Eric Jillard - Department Manager, Digital Mktg. & CRM

AGENCY
Razorfish *Lead Agency

Frederic Bonn - Executive Creative Director
Alex Bodman - Creative Director
Abby Gardner - Sr. Acct. Planner
Penn Li - Assoc. Creative Director
Belinda Lopez - Creative Services Manager
Mike Moscardini - Sr. Producer
Rebecca Schlangel - Social Media Strategist
Lindsay Wilson - Producer


SUMMARY

The average age of a Mercedes-Benz buyer is 54, and buyers in their thirties were rejecting the brand. Enter the all-new CLA, starting at $29,900. To drive consideration and leads before launch, we challenged five of the best photographers on Instagram. They documented their adventures in the CLA, creating 80 million+ organic impressions and inspiring 2 million+ likes. The month of the campaign, MBUSA saw the highest number of visitors in its history, with over a million consumers viewing CLA content. Better yet, 47% were under the age of 35.

CASE VIDEO


Hero Medium: Social Networking Applications

Medium Featured On Video: Mobile/Tablet,Interactive,Consumer Involvement

Audience: Young Men (20-35)

Objectives: Change brand image

Type: Business-to-Consumer

Classification: National

Language: English