We built excitement for a car, without ever showing the car. Instead, we asked what you'd take with you.
We wanted to build anticipation for Mercedes-Benz first compact SUV - the GLA. But getting Gen-Y to care about the launch of a new, more affordable Mercedes was one challenge. The biggest challenge? Months before launch, there was not a single GLA in the country.
GLA Packed was a category-busting campaign that used the cargo space of the vehicle, instead of the vehicle itself. We created custom luxury mats that represented the cargo footprint, and sent them to celebrities and creatives across the country. Their challenge was to treat the mat as a blank canvas, to express their personality and multi-dimensional lifestyle.
These distinctive images were shared across the influencer's social platforms, resulting in over 90 million impressions. And with a stunning 100% net sentiment positive response to the content, the campaign points the way forward for automakers questioning the conventions of "sheet-metal" marketing.
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