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长大
案例简介：结果 通过利用我们的新成年人正在经历的文化现实，我们在我们拥有的频道上引发了 3,767,342 个总的喜欢和评论的对话和辩论, 在新的地方报道，如广告牌杂志和高势利。世界各地的 21 mar 个市场正在开展这项活动，所有渠道的总浏览量达到 670 万, 导致 Mercedes-Benz.com 的紧凑型汽车部分访问量增加了 809%，所有渠道的社会影响总量超过 8600万。最重要的是第一次年轻的观众看到了梅赛德斯-奔驰是如何成为他们生活的一部分。 相关性 为了让梅赛德斯-奔驰与年轻观众的文化相关，我们选择了娱乐而不是销售。我们的目标是讲述与观众建立更深层次情感联系的故事，而不是关于汽车特色的广告。这意味着处理其他品牌回避的主题。这意味着创作具有真正冲突、真正后果和缺陷角色的电影。这意味着将产品视为背景角色，而不是英雄。这意味着让人们思考。在内容和工艺方面，我们看到了网飞节目吸引观众注意力的竞争 -- 而不仅仅是汽车广告。 活动描述 为了使人们对梅赛德斯-奔驰的看法现代化，我们重新定义了 “成长” 的真正含义。 “成长” 是一场关于改写前几代人设定的生活规则的品牌运动，将奔驰的价值观带入 2017。传统的成功模式，比如找工作，结婚,组建家庭和驾驶奔驰已经发展到了今天。我们的故事驱动运动探索了下一代成年人面临的新现实。 执行 “成长” 活动是品牌历史上最广泛的内容生产，拥有 190 多个独特的资产。旗舰作品是这五部短片，每一部都重新诠释了当今传统生活的现状。所有的电影都巧妙地整合了一款新的紧凑型汽车，用户可以在我们的响应活动中心了解更多。在 $ AP Rocky 中引入新面孔也将梅赛德斯-奔驰的风格和设计传统带到 2017年，并在发布会上有机地将该品牌带回千禧一代的文化对话中。这些电影在梅赛德斯总部的 YouTube 频道和竞选中心发布,数十个国际市场将在他们自己的社交渠道上全年推广。 战略 我们必须让新一代司机考虑我们的五辆新紧凑型汽车。这些年轻的司机看不到梅赛德斯-奔驰与他们的生活有什么关系。梅赛德斯-奔驰是一个成功的标志，表明你正在减速，而不是开始生活的冒险。而不是用单独的活动来销售梅赛德斯-奔驰的五辆紧凑型汽车 (a级、 B 级、 CLA 轿跑车、 CLA 射击刹车和 GLA), 我们决定第一次将他们聚集在一个品牌平台下。对于这位年轻的司机来说，我们需要一种超越传统广告的方法。我们选择通过内容来娱乐。一种以人为中心的普遍竞选理念 (与产品特征的重点相比) 让我们展示了我们对现代成人生活的考验和困难的理解, 讲述与全球观众相关的故事。 概要 梅赛德斯-奔驰被视为老一辈人成功的传统象征。我们必须让新一代司机考虑我们的五辆新紧凑型汽车; 不敢在父母拥有的车里看到的司机。
长大
案例简介：Outcome By tapping into the cultural realities that our new adults were experiencing, we sparked conversation and debate to the tune of 3,767,342 total likes and comments on our owned channels, and coverage in new places like Billboard Magazine and High Snobiety. 21 markets around the world are running the campaign, with total views across all channels reaching 6,7 million, leading to an 809% increase in visits to the compact cars section on Mercedes-Benz.com and total social reach across all channels of over 86 million.Most importantly, for the first time, a younger audience saw how Mercedes-Benz can be a part of their lives. Relevancy To make Mercedes-Benz relevant in culture for a younger audience, we chose to entertain - not sell. Instead of commercials about car features, our goal was to tell stories that created a deeper emotional connection with our audience.This meant dealing with themes other brands shy away from. It meant creating films with real conflict, real consequences, and flawed characters. It meant treating the product as a background character instead of the hero. It meant making people think.In content and craft, we saw the competition for our audience’s attention as a Netflix show - not simply a car commercial. CampaignDescription To modernize the perception of Mercedes-Benz, we redefined what it really means to “grow up”."Grow up" is a brand campaign about rewriting the rules of life set by previous generations, bringing the values of Mercedes-Benz into 2017.Traditional versions of success like getting a job, getting married, starting a family and driving a Mercedes have evolved for present day. Our story-driven campaign explores the new realities faced by the next generation of adults. Execution The “Grow up” campaign was the most extensive content production in brand history, with over 190 unique assets. The flagship pieces were these five short films, each one reinterpreting the status quo of a traditional life for present day. All the films subtly incorporated a new compact car, which users could learn more about on our responsive campaign hub. Introducing a new face in A$AP Rocky also brought the Mercedes-Benz traditions of style and design to 2017, and organically brought the brand back into the Millennial cultural conversation at launch.The films were released on the Mercedes HQ YouTube channel as well as the campaign hub, and will be promoted throughout the year by dozens of international markets on their own social channels. Strategy We had to get our five new compact cars considered by a new generation of drivers. These younger drivers couldn't see how Mercedes-Benz related to their lives. Mercedes-Benz was a badge of success that showed you were slowing down, not starting life's adventures. Instead of marketing the five compact cars of Mercedes-Benz (A-Class, B-Class, CLA Coupe, CLA Shooting Brake and GLA) with separate campaigns, we decided to bring them together under a single brand platform for the first time.For this younger driver to care, we needed an approach that went beyond conventional advertising. We chose to entertain through content. A universal campaign idea that was human-centric (versus product feature focused) allowed us to demonstrate our understanding of the trials and difficulties of modern adult life, and tell stories that connected with a global audience. Synopsis Mercedes-Benz is viewed as a traditional symbol of success for an older generation. We had to get our five new compact cars considered by a new generation of drivers; drivers that wouldn’t dare be seen in the car that their parents own.
Grow Up
案例简介：结果 通过利用我们的新成年人正在经历的文化现实，我们在我们拥有的频道上引发了 3,767,342 个总的喜欢和评论的对话和辩论, 在新的地方报道，如广告牌杂志和高势利。世界各地的 21 mar 个市场正在开展这项活动，所有渠道的总浏览量达到 670 万, 导致 Mercedes-Benz.com 的紧凑型汽车部分访问量增加了 809%，所有渠道的社会影响总量超过 8600万。最重要的是第一次年轻的观众看到了梅赛德斯-奔驰是如何成为他们生活的一部分。 相关性 为了让梅赛德斯-奔驰与年轻观众的文化相关，我们选择了娱乐而不是销售。我们的目标是讲述与观众建立更深层次情感联系的故事，而不是关于汽车特色的广告。这意味着处理其他品牌回避的主题。这意味着创作具有真正冲突、真正后果和缺陷角色的电影。这意味着将产品视为背景角色，而不是英雄。这意味着让人们思考。在内容和工艺方面，我们看到了网飞节目吸引观众注意力的竞争 -- 而不仅仅是汽车广告。 活动描述 为了使人们对梅赛德斯-奔驰的看法现代化，我们重新定义了 “成长” 的真正含义。 “成长” 是一场关于改写前几代人设定的生活规则的品牌运动，将奔驰的价值观带入 2017。传统的成功模式，比如找工作，结婚,组建家庭和驾驶奔驰已经发展到了今天。我们的故事驱动运动探索了下一代成年人面临的新现实。 执行 “成长” 活动是品牌历史上最广泛的内容生产，拥有 190 多个独特的资产。旗舰作品是这五部短片，每一部都重新诠释了当今传统生活的现状。所有的电影都巧妙地整合了一款新的紧凑型汽车，用户可以在我们的响应活动中心了解更多。在 $ AP Rocky 中引入新面孔也将梅赛德斯-奔驰的风格和设计传统带到 2017年，并在发布会上有机地将该品牌带回千禧一代的文化对话中。这些电影在梅赛德斯总部的 YouTube 频道和竞选中心发布,数十个国际市场将在他们自己的社交渠道上全年推广。 战略 我们必须让新一代司机考虑我们的五辆新紧凑型汽车。这些年轻的司机看不到梅赛德斯-奔驰与他们的生活有什么关系。梅赛德斯-奔驰是一个成功的标志，表明你正在减速，而不是开始生活的冒险。而不是用单独的活动来销售梅赛德斯-奔驰的五辆紧凑型汽车 (a级、 B 级、 CLA 轿跑车、 CLA 射击刹车和 GLA), 我们决定第一次将他们聚集在一个品牌平台下。对于这位年轻的司机来说，我们需要一种超越传统广告的方法。我们选择通过内容来娱乐。一种以人为中心的普遍竞选理念 (与产品特征的重点相比) 让我们展示了我们对现代成人生活的考验和困难的理解, 讲述与全球观众相关的故事。 概要 梅赛德斯-奔驰被视为老一辈人成功的传统象征。我们必须让新一代司机考虑我们的五辆新紧凑型汽车; 不敢在父母拥有的车里看到的司机。
Grow Up
案例简介：Outcome By tapping into the cultural realities that our new adults were experiencing, we sparked conversation and debate to the tune of 3,767,342 total likes and comments on our owned channels, and coverage in new places like Billboard Magazine and High Snobiety. 21 markets around the world are running the campaign, with total views across all channels reaching 6,7 million, leading to an 809% increase in visits to the compact cars section on Mercedes-Benz.com and total social reach across all channels of over 86 million.Most importantly, for the first time, a younger audience saw how Mercedes-Benz can be a part of their lives. Relevancy To make Mercedes-Benz relevant in culture for a younger audience, we chose to entertain - not sell. Instead of commercials about car features, our goal was to tell stories that created a deeper emotional connection with our audience.This meant dealing with themes other brands shy away from. It meant creating films with real conflict, real consequences, and flawed characters. It meant treating the product as a background character instead of the hero. It meant making people think.In content and craft, we saw the competition for our audience’s attention as a Netflix show - not simply a car commercial. CampaignDescription To modernize the perception of Mercedes-Benz, we redefined what it really means to “grow up”."Grow up" is a brand campaign about rewriting the rules of life set by previous generations, bringing the values of Mercedes-Benz into 2017.Traditional versions of success like getting a job, getting married, starting a family and driving a Mercedes have evolved for present day. Our story-driven campaign explores the new realities faced by the next generation of adults. Execution The “Grow up” campaign was the most extensive content production in brand history, with over 190 unique assets. The flagship pieces were these five short films, each one reinterpreting the status quo of a traditional life for present day. All the films subtly incorporated a new compact car, which users could learn more about on our responsive campaign hub. Introducing a new face in A$AP Rocky also brought the Mercedes-Benz traditions of style and design to 2017, and organically brought the brand back into the Millennial cultural conversation at launch.The films were released on the Mercedes HQ YouTube channel as well as the campaign hub, and will be promoted throughout the year by dozens of international markets on their own social channels. Strategy We had to get our five new compact cars considered by a new generation of drivers. These younger drivers couldn't see how Mercedes-Benz related to their lives. Mercedes-Benz was a badge of success that showed you were slowing down, not starting life's adventures. Instead of marketing the five compact cars of Mercedes-Benz (A-Class, B-Class, CLA Coupe, CLA Shooting Brake and GLA) with separate campaigns, we decided to bring them together under a single brand platform for the first time.For this younger driver to care, we needed an approach that went beyond conventional advertising. We chose to entertain through content. A universal campaign idea that was human-centric (versus product feature focused) allowed us to demonstrate our understanding of the trials and difficulties of modern adult life, and tell stories that connected with a global audience. Synopsis Mercedes-Benz is viewed as a traditional symbol of success for an older generation. We had to get our five new compact cars considered by a new generation of drivers; drivers that wouldn’t dare be seen in the car that their parents own.
长大
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Grow Up
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