Launching the Mercedes-Benz Concept AMG GT XX

Client: Mercedes-Benz Cars

The launch of the Mercedes Benz Concept AMG GT XX marked a pivotal step in strengthening the brand’s electric performance credentials in the UK. As a halo concept, we needed a launch with scale, prestige, and premium presence at the top of the funnel. But with broadcast TV unavailable, we faced a critical challenge. How do we deliver the impact of a traditional AV led launch without AV?

Instead of treating digital as a “TV replacement”, we re-engineered the entire communications approach from the ground up. What was once a constraint became a catalyst for innovation. We proved that premium digital video, when thoughtfully designed, can rival and even outperform traditional brand building channels.