Mercedes-Benz C/GLA Campaign
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Mercedes-Benz C/GLA Campaign

Category
Branding, Digital, Print, Strategy, Video
About This Project

The Setup

Mercedes-Benz launched two all-new vehicles, the C-Class and the GLA, under one integrated brand campaign. Merkley + Partners led the print and broadcast creative, including the CLA “Soul” Super Bowl spot, “Barrier Buster,” and the S-Class “Four Words / Best or Nothing” spots. The campaign still needed everything that turned that attention into informed dealers, engaged buyers and a launch the brand could measure.

What I Led

I led the team responsible for the digital and experiential side of the launch. We retouched the campaign vehicles to be component-correct for the US market. We built a responsive microsite and created social content around every spot, reveal and live moment. We also designed the booths, sets and signage for C/GLA LIVE. At the center was an interactive eLearning challenge on a custom game engine. Dealers learned the new features by competing, shared their scores and climbed a leaderboard that ran from the portal to the microsite to the event stage.

What We Delivered

  • US component-correct retouching of the campaign photography
  • Social content supporting the TV spots, product launches and the live event
  • Gamified eLearning courses with shareable scores and a live leaderboard. Top scorers won Mercedes-Benz merchandise and recognition at C/GLA LIVE
  • A responsive microsite with photos, videos, product information, resources, a virtual tour of the event, and live program details for attendees
  • Executive Fleet partnership collateral for organizations such as McDonald’s, Apple, Microsoft and Walt Disney, with customizable digital versions
  • Trade show booths, sets and signage, built from one artwork system for print, digital and large format
  • Campaign tracking through Google Analytics, HootSuite and the event registration list

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