Mercedes-Benz
Context
Mercedes-Benz was about to launch a car in the supersaturated Vietnamese market: the brand new A-Class.
Challenge
At first glance, we may think, it’s easy to promote a new vehicle from Mercedes, it’s an established brand. But the reality is quite different. Things have changed, nowadays consumers are well informed and have a plethora of choices. The A-Class has a smart design, it has awesome features etc. But let’s be honest, finally it’s like every other international brand’s cars in this category. How to get the target audience’s attention in a market which is supersaturated with many vehicles and brands already? Plus, audience’s perception about Mercedes brand was, it’s a brand for “old people”. So, how to change that perception?
Strategic
Creative Solution
That type of car is definitely not for everyone. Only a few people can afford it, it’s a niche market. For this particular TA, money is not really a problem. When you are rich, you can buy everything, every things. However, for those people, there are still something cannot be bought with money, which are experiences and feelings.
So how to influence young rich people? By talking about something that matters to them.
Instead of focusing on the car itself, the strategic creative solution consists in taping into a feeling that rich kids have to face to in their life. Indeed, they live in the shadow of their rich & famous parents. Those rich kids want to have their own identity, to be recognized as themselves, as who they are and as what they accomplish. It’s a very frustrating feeling of them. However, it’s a paradox but, they do not reject their family name, because no one likes a revolution, people prefer an evolution.
So we took advantage of that frustration. We created the “A-Volution” campaign, promoting a lifestyle that resonates with the audience, positioning the A-Class as: the vehicle for those who want to follow their… own path.
The A-Volution logo
The “A-Volution” campaign was very important for the Client. So they requested to create a logo for the name of the campaign itself. So in order to be relevant, I have suggested to play visually with the “A” and the “V”, introducing a notion of subversion and change.
Direction, option 2
Celebrating the launching
Headlights are the identity of a car
The team having fun
DJ Falcon
Audience having fun
Lights of the A-Class, creating audience own path
Co-Branding
Credits
Agency: Edge
Creative Director: Paolo Torres
Digital Art Director: mynkao
Graphic Designer: TBU
Advertiser’s website:
mercedes-benz.com.vn
