Steering 6.2% market share by leveraging dual-screening behaviour
When Mercedes-Benz launched the new A-Class, they wanted to appeal to a younger, modern audience. So Maxus UK devised a world first TV event, which positioned Mercedes-Benz as a forward thinking brand and put our target audience in the driving seat.
Maxus UK understood that our new, younger audience hate being passengers, they're used to driving content and conversations, particularly online and they're used to seeing instant payback. So for real impact, we wanted to give them power over something they've never had power over before: a TV commercial.