Mercedes unveils “I am” campaign targeting young car buyers

Mercedes-Benz is launching an integrated advertising campaign called “I am Mercedes Benz” in a bid to deepen the connection it has with young car buyers.

The campaign will include a TV and cinema ad, created by AMV.BBDO, which will be complemented by a microsite, created by Weapon 7. It aims to reflect the brand’s key spokespeople including team principal of Mercedes GP Ross Brawn and supermodel Julia Stegner, and relate these to users through a series of inspiring online stories. .

Each brand figurehead will be represented on the site, with an interactive video introducing them. Users can then go on to explore each person’s story, and from there delve deeper, discovering hotspots that lead on to other exciting areas. The ’I am Ross Brawn’ section features his philosophy for racing. Users can then branch off to discover the new Mercedes-Benz Petronas GP team drivers including seven times Formula One champion Michael Schumacher, and the current DTM team.

Others areas will offer opportunities to investigate further Mercedes-Benz’s passion for motoring, including the new exclusive SLS AMG Gullwing supercar, already named Top Gear’s ’GT Car of the Year’ six months ahead of its actual launch.

Jeremy Garner, creative director at Weapon7, says: “Mercedes-Benz is involved in so many exciting areas, from motorsport to the fashion industry. This was a great chance to focus attention on leading lights in their respective fields and the passion and ambition that made them the perfect partners for the brand.”

Media for the campaign was planned by Maxus.

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