Mercedes-CLA Launch
RAPP
Client: Mercedes-Benz
Our task was to raise awareness of this innovative new vehicle and ‘paint the town red’ in order to seduce a new generation of electric car buyers. Audience intelligence revealed that this new generation didn’t behave in the same way as traditional car buyers. Instead they discover brands through immersive experiences, social moments and digital experiences. Our breakthrough was simple: we went where our audience was. So six months ahead of launch we created a bold integrated campaign that lived everywhere they did: a cinematic projection at County Hall that became social currency, an Oxford Street pop-up that felt like a cultural event, and DOOH and geotargeted mobile ads that reached them during their daily routines. But the real genius was how we orchestrated these moments. Every spectacular activation was designed as an entry point into a sophisticated nurture programme, where we further inflamed their desire for the new CLA to turn interest into action. The result? We didn't just engage a new generation, we converted them - taking deposits ahead of the car’s launch proving that when you meet them where they are, they'll follow you anywhere