Mercedes-Benz Ramadan Campaign Share: Score Awaiting client review n/a Date Published 27 August 2018 Reading Time 2-Minute Read Audience grow & target engage while reinforcing brand values during high season where the audience is bombarded by substantial advertisement amount. The Challenge This case shows how an excellent digital campaign can grow an audience & engage the target while reinforcing brand values, all while standing out from the crowd during a high season where the audience bombarded by a substantial amount of online & offline advertisement. Goals To promote the offer of Mercedes-Benz & drive showroom sales during Ramadan. To target specific age groups & other demographics according to each model advertised. To increase engagement on social media posts & encourage participation in Ramadan activities, conversation & sharing. The Process First, we created an attractive, teaser campaign, followed by a straight-to-the-point creative visual for the reveal. Then, we crafted an integrated strategy around the Mercedes-Benz “Buy Now, Pay in 2018” offer & promoted the heck out of it on social media & online, making sure every target group was reached one way or another for maximum exposure. Putting the major part of the budget into digital was a 1st step towards success, & adding a fun Ramadan Quiz with valuable prizes that attracted people to the Facebook page didn’t hurt either.
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