Mercedes-Benz B2C
Retail Advertising Engages and Educates, Dealer Showroom Visits Up ⇧ 108%
Background Due to a slowly recovering economy owners were keeping their cars longer, buying new models at a slower rate. Total dealer group sales were flat year over year, loyalty (repeat purchase, dealer service visits etc.) was at an historic low and valuable brand equities were being eroded by BMW, Lexus, Acura and Infiniti.
Mercedes-Benz E Class Coupe
Opportunity Maritz market research revealed luxury car buyers had favorable awareness, familiarity and opinions about M-B, but consideration was in decline, causing shopping and purchase intent to fall.
Additional research we conducted showed M-B was perceived as old-fashioned and expensive, and its dealers aloof and uncaring. Yet pound-for-pound the C & E class models shared similar features, prices and performance as competitive models. In fact most M-B dealers gave their customers world-class service - only a few actually needed to improve.
Mercedes-Benz C Class Sedan
Approach We developed a humorous campaign featuring an over-the-top demanding customer (played by a popular comedic actress) and a conscientious salesman (a comedic foil who maintained his composure at all costs) in a variety of situations in and around a dealership and while test-driving new and pre-owned M-B models.
Each spot focused on one to two key benefits including performance (e.g., horsepower, 0-60 torque, handling, braking, MPG etc.) luxury features (e.g., leather and wood interiors, sound system), competitive pricing & financing options and world-class service. Importantly we expanded the target audience to include and attract affluent prospects who were younger than typical M-B owners.
Mercedes-Benz E Class Sedan
Outcome The long-running (3+ years) campaign contributed to a 23% improvement in perceptions of M-B dealers, a 20% increase in consideration and a 29% increase in purchase intent. One campaign was attributed with helping generate a 108% year-over-year increase in dealer showroom visits. Another was credited with increasing average dealer sales 34%.
Agency DES