Mercedes-Benz S/CLA Campaign
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Mercedes-Benz S/CLA Campaign

Category
Digital, Social Media, Strategy, Web
About This Project

The Setup

Mercedes-Benz launched two very different cars at once: the S-Class, its flagship, and the CLA, an entry point for a new generation of buyers. Merkley + Partners created the print and broadcast, including the CLA “Soul” Big Game spot, “Barrier Buster,” and the S-Class “Four Words / Best or Nothing” spots with Willem Dafoe. Our job was to make that work right for the US market and carry it into every other channel: digital, social, dealer training and a live launch event, S/CLA LIVE.

What I Led

I led design across our part of the launch. My team retouched every vehicle in the print work to be component-correct for the US market. We created social content around the TV spots, the launches and the live event. We built interactive eLearning that taught dealers the new features before launch. To keep dealers engaged, it ran on a custom game engine where players earned points, competed head-to-head and shared their scores. We designed the S/CLA LIVE identity, a responsive microsite for attendees, and the event itself: booths, stage sets, signage and large-screen competition kiosks. Google Analytics, HootSuite and the event registration list tied it all back to results.

What We Delivered

  • US component-correct vehicle retouching for print and broadcast end frames
  • S/CLA LIVE event identity
  • Responsive microsite with videos, live program, product information and event photos
  • Social content and community management across Twitter, Facebook and Pinterest
  • Gamified dealer eLearning with leaderboards and social sharing
  • Trade show booths, stage sets, signage and competition kiosks
  • Campaign tracking through Google Analytics, HootSuite and event registration

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