Mercedes

Situation, Insight + Approach

Mercedes-Benz is iconic, long established as one of the world’s most desirable and luxurious automotive brands. To reinforce its position and future proof its share of the Canadian market, the company knew it needed to capture the interest of the rapidly growing segment of high-net-worth individuals.

Based on the insight that this audience values and prioritizes experiences, we worked collaboratively with an integrated agency team to establish Maison Mercedes, an elevated pop-up located in the heart of Toronto’s “Mink Mile.” The activation—inspired by haute couture and strategically run during the busy holiday season—was designed to effectively reach and engage the target audience.

To extend the project’s reach, we partnered with the Canadian Arts and Fashion Awards. Together, we launched Maison Mercedes in collaboration with local design talent, using the space to showcase their fashion, which was available for purchase on-site. While we promoted the initiative through brand-owned channels online, we also generated buzz by issuing a press release, working with influencers, and hosting content creators for private tours of the space. In addition, we collaborated with five luxury lifestyle publishers to produce editorial content and organize private events for their readers, who were treated to memorable, one-of-a-kind experiences.

Impact

Delivering an immersive Mercedes-Benz luxury experience to highly targeted luxury audience, Maison Mercedes was incredibly successful and effective program. Not only did it exceed our KPIs, but the pop-up also reinforced Mercedes-Benz’s identity as the luxury leader in the country’s automotive marketplace. Results included:

• 3,500+ attendees, resulting in 1,300+ sales leads

• 83M+ earned-media impressions via 110 media hits

• 500+ organic social posts, resulting in 24M impressions; 24 paid social posts, resulting in 3.2M impressions