Mercedes-Benz is a leader in its category, but it was losing interest from drivers under 50. As part of the efforts to re-frame the Mercedes-Benz brand for a for an affluent audience in their mid-30s, we partnered with Live Nation to have a presence at major concert events across the country. 

An additional benefit of this sponsorship was being able to offer current Mercedes-Benz customers front-of-the-line access to these concerts through a program we branded Star Access VIP.

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We presented the program to the Mercedes-Benz dealer network using the below sizzle reel giving them a taste of the branded components involved.

As with every campaign, we created a Brand Guidebook for dealers, explaining each branded component in depth. (Below is an excerpt.)