Mercedes Me

by Maxposure Media Client: Mercedes-Benz
The Brief

The brief was to create an omnichannel content marketing success story and help Mercedes-Benz reposition itself in India as young, dynamic and futuristic via various platforms (print, electronic, and others).

The brief was also to build a customer engagement platform wherein the Mercedes-Benz magazine would subtly up-sell new car models. The brand aimed to make a Mercedes-Benz car the first car of a customer, so that the brand would be able to sell the E-Class, SUVs, S-Class, and AMG models in future, during the life cycle of a customer.

Objectives

The aim was to reposition the brand as young, dynamic and futuristic, and to strengthen its relationship with its existing target audience as well as to grow the target audience.

Creative Approach

We strategised a multi-channel global content plan for the brand to appeal to a younger, premium audience by introducing youthful content and design elements. We introduced brighter colours on covers, created content with young celebrities, and executed blogger interactions and photo shoots.

The content was tailor-made keeping in mind the uber luxurious lifestyle of the target customer, while at the same time communicating the content in a consistent global tone.

To increase the reach of the magazine, a dynamic and interactive mobile and tablet application using animations, videos and other elements was launched, and various marketing alliances were executed

Results

Our strategy helped Mercedes-Benz to position itself suitably and grab the attention of the younger target audience, also helping them to increase the sale of the E-Class, SUVs, S-Class and AMG models. Today, we can proudly claim that Maxposure has helped Mercedes-Benz India become an omnichannel content marketing success story.