The Problem: How do you market a 100+ year old company that has a perception of elegance and luxury (an overall stiff image), appeal and relate to a young audience at an Alternative Music Festival (Wasla)?
The insight: Festival goers are only in the mindset of enjoying the concert. Instead of disturbing them from their core experience, Mercedes can add value by enhancing the overall experience.
The idea: We create an experience that doesn’t only showcase Mercedes new product (the A-class), but also one that stimulates and transports festival-goers to a different world.
This experience helps give Mercedes a natural role within the festival, create a conversation through its share-ability and by doing shows the festival-goers and their friends a new way to see Mercedes.
CD: Tariq Ayass
ACD: Shwan Nazar
AD: Sumer Kotwal