Mercedes-Benz AMG Range Launch
With the launch of the new CLA 45, A 45 and GLA 45 AMGs Mercedes-Benz needed to reposition their brand as extremely dynamic, just like their incomparable range of vehicles. So, how do you bring this more exhilarating brand positioning to life? In addition, how could we attract petrolheads and Mercedes fans alike, all the while driving engagement online?
We created three personas for our CLA 45 AMG (Untamed), A 45 AMG (Insane) and GLA 45 AMG (Adventurous) and used these identities to frame the adrenalin-fuelled campaign. Then, pairing each vehicle with an extreme adventure weekend and racetrack experience with an online influencer, we offered the ultimate all-expenses-paid F1 experience as a heart racing grand prize.
Online, users were challenged in the language of inspiration, motivation and just the right amount of aggression. Entering was a mental challenge, an opportunity to push oneself, overcome fear and transcend self-imposed limitations–and win glorious victory as a result.
Each weekend we filmed one winner and one digital celebrity’s adventures, pulling the videos through into the digital world on our microsite, which acted as the hub of the campaign. Earned and paid media helped us funnel readers onto the provocative landing and entry pages, all optimised for conversion.