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Mercedes - How a change in body language transformed the fortunes of Mercedes-Benz

IPA Effectiveness Awards Case Study 2014

For decades, Mercedes-Benz’s image was regarded as staid, sedate and conservative in the prestige sector, the choice of the older driver. However, with the introduction of personal contract purchasing in 2010 the entry cost for buying a car was significantly reduced. Mercedes therefore needed a brand refit and to do this AMV BBDO used communications to provide mass, interactive experiences which restyled Mercedes as dynamic, jeopardous and stimulating. As a result, over three-and-half years Mercedes has gone on to become the fastest-growing car brand in the prestige sector, registering a 45% increase in annual sales, a campaign ROMI of 1.11 and a new brand model fit to make considerable further gains.

2014 Awards

Prizes

GoldGold Award

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