2015 Winners & Shortlists

The Brief

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 wanted to 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.

Describe how the promotion developed from concept to implementation

We turned the showroom into the first of its kind concept store in Lebanon. A store where affordable art pieces and creations by Lebanon’s famous fashion designers, product designers, culinary chefs and artists would be showcased alongside the cars. For 10 days and by extending opening hours, the showroom became a place where all crowds would meet for a drink and a concert, increasing footfall up to 18 times in 10 days.

Describe the success of the promotion with both client and consumer including some quantifiable 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

Explain why the method of promotion was most relevant to the product or service

We divided the showroom into 4 areas representing 4 different lifestyles, each area showcasing pieces created exclusively by designers and reflecting that lifestyle. This offered the right setup for people to evolve around art pieces and get more familiar with the cars without the usual harassment of a salesman. We turned a showroom that used to drag 22 customers a day to one welcoming 212 customers a day for 10 days.