THE CAMPAIGN.

The new A-Class was intended to compel millennials to re-appraise the luxury car brand. A long lead campaign which started from various channels, e.g. online video content, sponsorings and TVC's, landed in the target group's sweet spot: their vanity to perceive themselves as a new generation.

The campaign did it's job. After a year the new A-Class wasn't only the best selling Mercedes-Benz model, it had also brought Mercedes-Benz into the awareness of a demographic who weren't interested before. 

THE HUB BEHIND.

To enable cross-platform storytelling we needed one place where all the campaign fragments were tied together. In this environment the coverage of niche events like the Fashion Week would harmoinze with big time events like the European championship.

The hub wasn't only adapting to every new campaign phase but also accompanying potential buyers in their entire purchase journey from the first LIKE to LOVE and finally SHARE their PURCHASE of the new A-Class.