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Daimler/Mercedes Redefining Luxury Through Taking a Bite of Mercedes-Benz Sweden
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Challenge
To create a meaningful experience for a younger and more progressive target group, by redefining luxury and status, and achieve a KPI of 250 qualified leads (test drives) during a five day event.
Insight & idea
Young people don’t define status through things they own, it’s what they have done that matters, and they like to share their interesting experiences on social media. We wanted to showcase our take on modern luxury in a way that the younger generation could share through social media. We did this by focusing on the status given to innovative restaurants and the food experiences people want to share.
Execution
We partnered with the largest food festival in Sweden, Smaka på Stockholm, which has 350,000 visitors each year. We created a partnership between Mercedes-Benz and one of Sweden´s most fashionable chefs. We created a pavilion at the festival where we
presented the cars and where the chef served exclusive bites to our prospects/clients. This enabled us to talk to prospects, showing them our cars and urging them to sign up for test drives and to take part in our selfie competition.
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ROI
542k€
in sales – smashing our objectives for the campaign
193%
ROI – a fantastic result for us and the client
475
test drives booked as a result of the event
28%
of the target audience thought about buying/leasing a Mercedes-Benz after the event
