2015 Winners & Shortlists

The Campaign

Mercedes Benz is a luxurious brand with the perception of being overpriced and unapproachable in Lebanon. A year ago, they had also opened their new state of the art but steel cold showroom to the public. People only going to the showroom when convinced they could afford a car was a consequence of the brand’s reputation. Client’s objective was to come up with an initiative that would double the footfall at the showroom making the brand more approachable while creating affinities with a new younger and larger target. For that to happen, we had to make the showroom the place to be by transforming the brand, making it a younger and trendier yet luxurious one. So we turned their showroom into the first of its kind concept store in the country. A store where affordable art pieces and creations by Lebanon’s most famous and followed fashion designers, product designers, culinary chefs and artists would be showcased alongside with cars and engines. For 10 days and by extending opening hours, the showroom became a place where all crowds would meet. The artists and designers would take customers through their creative process while concerts by Lebanese up and coming bands and musicians were held at night. Checking out a car and seeking information about it in that environment became an easy step for customers to take. Footfall at the showroom increased 18 times in 10 days while the event created a 66% increase in the brand’s social media following and millions in media coverage.

The Brief

The objective of this initiative was to double the footfall at the brand showroom while attracting a new larger target that never thought could afford a Mercedes car and hence had never visited the showroom before. To reach that objective we dissected our aimed target into four different lifestyles analyzing all their behaviors, extracting their selective touch points and highlighting their fields of interest and Lebanese personalities they identify with.

Results

A huge success that gave the brand massive exposure while it already enjoyed a TOM position in the market; features across key publications and online presence leading up to Bloomberg with extremely positive feedback from both media and consumers. In terms of numbers: Footfall increased 18 times during the 10 days 66% increase in social media following Highest ever market share in Nov-Dec of 44.2% Increase in market share of + 5.5% vs. previous period. Best ever sales in Nov-Dec +40% Strong Bonding with the brand was created among the youth. 100 of thousands $ in PR coverage with OTS

Execution

For 10 days, and while extending opening hours, we transformed the showroom of the brand into a concept store. A targeted social media strategy was implemented two weeks before the opening to attract the largest number of people. We divided the 2000sm space into four areas, each catering to a different target and showcasing art pieces alongside with selected car models. A product designer, a fashion designer, a visual artist and a chef were assigned to each area offering four different worlds of experiences, visions and tastes. An open bar space, offering exclusive cocktails all day long and a Dj were setting up the right mood for customers to roam around the showroom. Five concerts were also taking place at night to ensure late night comers. Sales representatives were only here to answer customers who were seeking information rather than the usual follow-up they do.

The Situation

Mercedes Benz is a luxurious brand represented by the T. Gargour & fils automotive company in Lebanon. A name that has inspired superb machinery and innovation for years. But the brand suffered from its reputation. Luxury became unapproachable in a country where the economy observed a downfall and only the richest, who are also the oldest, could afford those cars. The brand wanted to rejuvenate its image and be attractive and approachable to a larger target. While we could have opted for price communication on billboards like the competition, we used the new showroom to transform the German brand.

The Strategy

After dividing our target into different groups, we identified the right Lebanese artists that could bring each group’s state of mind to life. Every group was coupled with selected car models that reflected their choices. We then handpicked product designers, fashion designers, visual artists, culinary masters and musicians to offer a complete experience catering exclusively to each group and creating a universe inspired by Mercedes Benz. The artists would also get their own crowd of followers to the events. The brand would then become about more than just cars, it would understand its targets and answer all their needs while offering a unique and immersive experience.