#YOUDRIVE / Brand and A-Class

Background

A belief that Mercedes-Benz cars are for rich, middle aged executives was preventing young drivers from considering the brand. 

That was a problem when launching the new A-Class, a small hatchback positioned at 30-something drivers.

Central to the thinking was the belief that if a brand wants to be perceived differently, it needs to behave differently.   So, the agency set out to take the brand experience to a new generation of prospective Mercedes-Benz driver by developing an interactive multimedia launch campaign named #YOUDRIVE which put the viewer at the heart of the action.