Mercedes-Benz USA

New Social Identity

Challenge: Mercedes-Benz USA wanted to make a clean break from the home office in Stuttgart. German advertising just didn't resonate here in Daimler's biggest market, and all the while the competition was getting stronger. So how would the American division stake out its own identity, without abandoning the Teutonic stolidity underpinning it?

Solution: Introduce some American swagger and irreverence to things, and leverage our fondness for self-actualization.

Result: Copy shed the stuffiness and the jargon, and instead reflected a very American sense of easy self-confidence. Whereas the competition continued to take themselves terribly seriously, MBUSA winked at the audience. That was especially true on social, where the brand had its biggest breakthrough with #MBphotopass. The strategic insight was that people wanted to envision themselves with a Mercedes-Benz in a real world context. So we gave it to them.