Mercedes-Benz: Inventors on the backseat

Robert Beliczki, Aniko Miskovicz

Premium auto brand Mercedes-Benz used an innovative online-based campaign to boost awareness and rejuvenate its brand in Hungary.

Campaign details

Brand: Mecedes-BenzBrand owner: Daimler AGLead agency: Wavemaker HungaryContributing agencies: Umbrella Kreatív MűhelyCountry: HungaryIndustries: Automakers & marquesMedia channels: Content marketing, Online video, Search marketing, Social media, Word of mouth, influencersBudget: Up to 500k

Executive summary

In 2016, people were not really on board with the new generations of Mercedes-Benz cars yet. We had to come up with ways to communicate that Mercedes-Benz had moved – globally – from an image of classic comfort to one of young and exciting rebelliousness.

We found that it's...

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