Connecting Mercedes-Benz to Asia’s biggest street culture festival.

CHALLENGE
Unfortunately Mercedes-Benz is viewed as a bit of a ‘wealthy dad brand’ by younger Singaporeans. The automotive maker needs to build brand love and desire amongst the next generation of luxury car buyers.

SOLUTION
Publicis working with Axis Group created Culture Cartel; Asia’s biggest street culture festival. Mercedes-Benz came on-board as the primary sponsor. This was the first time that a luxury car brand endorsed a sub-culture event in Asia.

Publicis was tasked with shaping Mercedes’ presence at the event and online. The centre of our proposal were two immersive car displays with artists Ricardo Carvolo and Coarse. The car displays generated thousands of images on social media. A Publicis live event team also covered the festival creating 30 pieces of content for all major social channels.

IMPACT
18K people attended the festival.
450K experienced it online.
Most Effective Experiential at Singapore Marketing Awards.
No.1 luxury car brand sales achieved in 2021.