How Mercedes-Benz is steering toward younger buyers

In a new video, Campaign marketing editor, Faaez Samadi, puts the pedal to the metal to take part in a festival experience crafted by event sponsor, Mercedes-Benz.

 

Mercedes-Benz was once again, the headline sponsor once of Ultra Singapore, a two-day dance music festival in Singapore. As part of that responsibility, Mercedes crafted an entire brand experience; inviting clients, influencers and media to be part of its 'Urban Hunting x Ultra Singapore' campaign.

 

This involved driving in a fleet of 120 Mercedes-Benz cars from Kuala Lumpur to Singapore, followed by VIP passes to Ultra Singapore for 2 days in the Mercedes Benz VIP suite.

 

In the video, Samadi speaks with Peter Larko, head of marketing communications and public relations at Mercedes-Benz Hong Kong. They discuss how the campaign is part of Mercedes' greater brand pivot to appeal to a younger audience.

 

The question is, can Mercedes keep its elite car status while tapping into aspirational millennials with cash? Rather than being targeted at, or thought of as a stately brand for older, wealthier drivers, 

will Mercedes succeed at being seen as more fun-loving. Will that be possible while retaining an air of luxury?