Irma D. Rutherford Mercedes-Benz creates outstanding global campaigns by generating an extensive plan and playing its original marketing strategy.
Mercedes-Benz’s marketing strategy centered around their cars’ safety, luxury, and precision engineering. Due to the increasing competition and changing attitudes of consumers in the luxury auto industry, Mercedes-Benz decided to change its marketing strategy. Mercedes-Benz’s marketing strategy changed to a lifestyle-oriented approach that highlighted the brand’s fun, energetic, and approachable sides.
Mercedes-Benz’s product line has been expanded to better meet its customers’ needs and provide superior value to its market.
Mercedes-Benz targets different socio-economic groups, and its market segmentation strategy is crucial.
The C class, for example, is a low-end product. The E class, meanwhile, is a midsize luxury vehicle. This variety increases the brand’s appeal and awareness.
Mercedes Ads & Marketing Strategy Examples Between the Lines
Mercedes-Benz is known for its memorable advertising. The brand emphasizes its exclusive features and experiences. Look at some of the most influential advertising campaigns from Mercedes-Benz and find out what they reveal about its marketing strategy.
Target market inside out
Mercedes Benz has launched a campaign for its new all-electric SUV, the EQC, which features Grammy-award-winning singer The Weeknd. The Weeknd gets creative director credit for the spot, which features his song “Blinding Lights.”
The ad was created by Mercedes-Benz’s leading European agency Antoni Garage, based in Berlin. It begins with a child seeing The Weeknd charging his car and asking, “Woah do you drive an electric?” After that, a series of montages of Mercedes-Benz cars from different decades of the company’s history are shown before The Weeknd replies, “I drive a Mercedes.”
Promoting New Features
Stranger Things heavily inspire Mercedes-Benz’s parking feature on Netflix.
This advertisement is a retrospective of a classic American neighborhood with a group of kids on bicycles. Mercedes-Benz has a new feature called “Remote Parking Pilot,” which allows the car to park itself using Mercedes Me.
Reflects Sensitivity to Gender Issues
Mercedes unveiled a mural to celebrate Pride Month for Toronto Pride.
Mercedes-Benz knows how to stir emotions. “Painted with Love,” for example, is a good example. This ad was created by BBDO, Canada, and is all about revealing your true colors.
Combining Data and Style
Mercedes-Benz has unveiled its Digital Light Technology to improve communication and safety with other drivers and pedestrians. This is done by projecting road signals.
Digital Light, a new HD headlamp announced at the 2018 Geneva Motor Show, was unveiled. The new HD headlamp, shared with Mercedes-Benz, features chips compatible with more than one million micro-mirrors. More than two million micro-mirrors are used per vehicle. The cameras and sensors integrated into the headlights can display directional and warning symbols by detecting and evaluating data with powerful computers.
Mercedes Digital Light, for example, allows drivers to see pedestrians easily at night. Headlights can also show pedestrian roads. The symbols include low-grip surfaces, construction sites, rear-end crashes, lane-keeping and blind-spot, and speed.
Personality is the focus of advertising.
Mercedes-Benz launched a “Just Like You” campaign to promote the new Mercedes A-Class.
Antoni Berlin’s “Just Like You,” a campaign he created, highlights the uniqueness of the new vehicle and its ability to connect with people in a digital age and understand their needs.
Get More Space
Mercedes-Benz’s “All-New T-Class,” which offers more space and safety, is part of the “Life Gets Big Campaign.”
The commercial shows people with different needs to live fulfilling lives, from families and pets to wheelchair users and sports teams. Mercedes is now a more inclusive brand.
