Take The Wheel
Challenge: Overcome the resistance of younger buyers to the Mercedes-Benz brand by building anticipation and excitement for the all-new, sub-$30,000 CLA.
Solution: Recruit some of Instagram’s best photographers to hit the road and document their time behind the wheel of the CLA.
Result: A pre-launch campaign called Take The Wheel that drove so much early interest in the CLA, some dealers actually complained about it. Nevertheless, interest held and once the CLA hit dealer lots, it drove MBUSA to number one in US luxury sales.