Objective

Selling Mercedes-Benz electric cars to emerging luxury consumers in Chinese mega-cities through an integrated campaign. Project for my BA Fashion Marketing and Promotion, University of Westminster.

 

Core Insight

What excites young urban people most about cars is the idea of independence and privateness. Electric cars are seen to be attractive primarily because of their environmental benefits. The campaign should bring these two ideas, privateness and clean air, together.

 

Strategy

The campaign uses murals and social content as main media. It is focused around the idea of breathing space, which conveys a dual meaning:

 

Firstly, it relates to the brand providing customers with the luxury of privacy: The inside of the car is understood as a breathing space that provides the opportunity to relax, step out of a demanding world, and be yourself.

 

Secondly, breathing space relates to the electric cars not emitting any carbon, thereby maintaining cleaner air, making the city a breathing space.