2010 Winners & Shortlists

Results and Effectiveness

80% of the invitees played the advergame to prior to the event. 50% of the golfers test drove at the venue itself. 30% of the golfers signed up for a one to one visit n test drive at the showroom. Finally, the marketing team of Mercedes plans to take this event across the Middle-East.

Creative Execution

120 golfers holding senior management positions were selected from the subscriber base A branded ‘virtual golf’ advergame was created as an invitation & registration mechanic. A short survey was embedded to gauge pre-perceptions of the S-Class and a high score competition to win an S-Class for the weekend. The event was fully owned and branded with Mercedes Benz including an official media launch & test drives After many hours putting, driving and chipping, we then hosted a Mercedes-Benz dinner and awards ceremony to reward the golfers.

Insights, Strategy and the Idea

Our challenge was to identify the right platform to associate with and launch the all new Mercedes–Benz ‘S-Class’ facelift The S Class consumer is affluent but more importantly he is out there to make a statement. The S Class is a status Symbol. Golf is the sport of choice for these middle-to-high net worth individuals and the ‘status conscious socialists’. Golf and the S Class – a perfect fit. We partnered with the Golf Digest and their annual golf event to launch the inaugural ‘Mercedes-Benz Golf Classic’ at the Emirates Golf Club.