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
A brand transformation strategy that connects Mercedes with Singapore’s most influential influencers. From 2019 to 2021, Publicis implemented a series of influencer partnerships with musicians, entrepreneurs, street artists, actors and fashion designers, creating content that demonstrated how the cars transform our drive.
IMPACT
3.2% sales increase for buyers under 40 years old achieved in 2021.
No.1 luxury car brand sales achieved in 2021.
