Rick Boost Faaez Samadi
Aug 2, 2017

How Mercedes-Benz is steering toward younger buyers

Campaign hit the road during the automaker's recent Ultra Singapore sponsorship activation, with questions about marketing to aspirational millennials.

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?

Related Articles

Just Published

2 days ago

Purpose, laughs, and boppable tunes: Spikes jury ...

SPIKES ASIA X CAMPAIGN: Presidents and members of several Spikes Asia juries share the top trends they spotted in the jury Zoom rooms, with video examples.

2 days ago

Crash Course: How to tell engaging short-form stories

To round off a week of creativity-themed content during Spikes Asia X Campaign festival, this Crash Course provides useful tips on how to build story arcs and create thumb-stopping campaigns for short-form.

2 days ago

Lessons from Tesla, Apple and yoga (yes, yoga) in ...

SPIKES ASIA X CAMPAIGN: Creatives need to drive relevance for sustainable options, instead of virtue-signalling about sustainability, argues Gulshan Singh of FCB Interface.

2 days ago

Spikes Asia Awards 2021: Campaign's contenders 3

As the juries make their final selections ahead of the March 1 winners announcement, Campaign Asia-Pacific's editorial team has once again scoured through the 2021 shortlist to pick out the work we expect to win.