Inspiring moments of lifestyle, music and female empowerment
Under the claim #drivenbytomorrow, a holistic campaign was developed for the “Hey Mercedes Roadshow: Bread && Butter 2018” in the Arena Berlin. The campaign used influencers that are as unique as the history of Mercedes-Benz itself as the faces of the campaign. This enabled authentic content to be created for the target audience and presented on the appropriate social media channels.
The three-day event program, with live performances of international artists such as IAMDDB, Jarreau Vandal & SAYAA and a panel talk, curated by She’s Mercedes as well as Refenery29, was able to convince the local audience.
What took place on site?
In addition to a G-Class, a lounge area with three classic cars and a meet-up with campaign faces Alyssa and Juliette, visitors were treated to a coffee bar to relax, goodie bags, Mercedes-Benz caps and a lottery for a brand new A-Class.
The event in numbers:
6.19 million users reached
55,764 participations in the A-class lottery
2,000 distributed goodiebags
2,500 Mercedes-Benz Caps handed out
Over 4,500 concert visitors
An engagement on Social Media of 203.000 (Likes, Shares, Comments, Video Views, Saves)
6.217 registrations for the She’s Mercedes Newsletter and
9,976 registrations for the passenger car newsletter