Feel intelligent drive.
Mercedes-Benz stands for ultimate luxury. The S-Class is the best car in the world – and the brand shaper for Mercedes-Benz, since 1972.
The challenge
It was mandatory to develop an international CRM campaign that wins new customers and builds on the loyalty of existing customers: a campaign that enchants the heart and convinces the mind with the market introduction of the new W/V 222 FL S-Class as the best car in the world, now driven by intelligence.
The solution
International markets have very different views on status achievements: in Western Europe, it is less about showing off; in the USA, it is more about showing success; and in China, it is more about the traditional perception of status.
The W/V 222 FL S-Class is the ultimate embodiment of Intelligent Drive; its approach to luxury is based on human-centred innovation. Simple, intuitive and straightforward solutions are needed in times of rising complexity. We are using the facelifted S-Class as a proof point for Intelligent Drive as the most intelligent and also most desirable form of mobility.
The key is to highlight the innovative character of the brand and car by presenting its Energizing Comfort Control in an inspiring and easy-to-understand way. Seven different moods personalise the driving experience, several individual functions are intelligently combined within seven programs like Refreshment or Powernap to ensure the passenger’s well-being at all times.
We showcase these moods in pictures and use projectors to create the illusion of landscapes, people and moods in the studio, thus forming an analogy to the function of Energizing Comfort Control. An exclusive, natural range of materials with a warm, natural feel also adds to the impression of brand proximity.
Our options for direct contact are also evolving: they are getting simpler, more personal and more emotive. Experience well-being at the touch of a button with all senses – in every situation. Energizing Comfort Control: a mood changer that is a game changer.
The new S-Class. Feel Intelligent Drive.
Value contribution
Approx. ±1.5 years after the model upgrade and announcement in the summer 2017, 77,927 units of the S-Class Saloon were sold in 2018 (+12.2%). The S-Class Saloon also achieved sales growth of ±7% in Europe.
The Mercedes-Maybach S-Class Saloon is very successful and stands for the utmost exclusivity and quality: In 2018, more Mercedes-Maybach S-Class Saloons were sold than in any previous year (+21.8%). More than two-thirds of these vehicles went to customers in China.
In 2018, Mercedes-Benz maintained its position as the premium brand with the most new registrations in many markets, and secured market leadership in markets including Germany, France, Russia, Switzerland, Poland, Portugal, Turkey, Denmark, Hungary, Romania, South Korea, Japan, Australia, Thailand, India, Malaysia, Vietnam, Singapore, USA, Canada, Brazil and Argentina.
‘Mercedes-Benz flagship shines with double-digit sales growth worldwide.’ – Brand Spur, 2019
‘Mercedes-Benz set new sales records in many European markets, including Spain, Switzerland, Sweden, Poland, Denmark and Hungary.’ – Brand Spur, 2019
Responsibilities
- Communication planning
- Creative concept and strategy leadership
- Leadership for integrated and CRM marketing excellence
- Budgeting, scoping and team leadership for CRM artbuying, UX/UI, CRM and BTL measures
Scope of work
- Delivered in 2016/17
- 6 months project TAT
- Agency: antoni
Source of information: Mercedes-Benz annual reports 2018 and 2023, Brand Spur
Imagery: ©2016/17, Mercedes-Benz, antoni and Sebastian Sattler Design. All rights reserved.