Avantgarde had successfully implemented the Mercedes-Benz Roadshow for eight years. For the first time ever, we were asked to create a Mercedes-Benz brand experience exclusively for a young and female audience. So how could we reshape the perceptions women have about Mercedes?
Simple: Don’t sell the car. Sell the feeling of driving it.
We recreated the roadshow to be digitally infused and filled with experiences that women would love. It began with a stylish lifestyle setup and included mobile engagements that invited visitors to fully interact with the Mercedes brand via their own smartphone. Together with MTV and a collection of influencers, we offered yoga sessions, remarkable test drives, top-secret gigs, a chance to win cars designed by Samy Deluxe, and more.
The brand experience was all centered around, and designed to generate, social media. The buzz we created reshaped the brand’s perception in ways we never thought possible: A total reach of 40 million and a 40% increase in test drives taken by women.
reaching 40+ million people on social media|
over 40% increase in female test drives|