Maintaining attention long after the vehicle leaves the lot
The Attention Deficit
Mercedes-Benz is here for the long ride, dedicated to providing its owners with the highest level of attention throughout the car shopping and ownership journey. That attention needed to reflect the brand’s ethos—the best or nothing—which sometimes proved difficult to deliver across so many touchpoints. Owners struggled to understand the innovations inside their vehicles. They lacked awareness around the many types of service available to them to address repairs. And even dealers themselves needed better content to inform their customers—from the availability of the EV fleet to technology comprehension to after-sales service.
Creating Engagement
From the cinematic and sophisticated to the educational and elevated, we created the right kind of content to serve multiple purposes—informing upon delivery, refreshing upon ownership, and enticing soon-to-be customers. We leaned into a hosted, vertical format to provide drivers easy access when troubleshooting a tech issue in the moment. We set the silky smooth voice of Jon Hamm to footage of the unrivaled lineup of electric vehicles to increase awareness of the brand’s commitment to going all electric by the end of the decade. We took the not-so-sexy subject of service and maintenance and actually made it seem enticing.
Impact
After six years on their agency roster, there’s still no free Benz in the Hothouse garage. But parked in its place is a plethora of content that’s generated thousands of YouTube views and no doubt saved a marriage or two with helpful how-tos. Through production efficiencies, elevated storytelling and content at scale, we brought the best or nothing to innovation infotainment, recruitment, dealership outreach, and other oft-neglected touchpoints.
