Driving performance
- Client
- Mercedes-Benz
- Years Active
- 10
- Deliverables
- Animation
- Digital
- Display
- Outdoor
- Photography
- Pre-post production
- Radio
- Social media
- Sound design
- TVC
Challenge — CMV Group acquired Mercedes-Benz Adelaide, previously known as BEA Motors for over 50 years, in 2012. This change created customer confusion, necessitating a campaign to overcome long-standing perceptions and represent the excellence associated with Mercedes-Benz.
Strategy
Partnering with CARAT, WO developed specific helix personas for each vehicle range to guide media selection and frequency.
Based on customers emotional ties to the brand—”the best or nothing”—a new brand TVC was created inviting customers to visit the new Mercedes-Benz location. The ad established a tone reflective of the brand, emphasising the importance of visiting the dealership to experience its offerings.
Press ad design for Tasting Australia sponsorship
Outcome
Sales surged by 130% compared to the previous year, and inquiries related to BEA Motors disappeared. Since the initial campaign, Mercedes-Benz Adelaide has expanded to include an AMG Performance Centre and additional dealerships.
For over ten years, WO has crafted vehicle-specific tactical campaigns to boost inquiries and foot traffic, employing advanced filming techniques to deliver high-quality campaigns at sustainable costs. As the business grew, new TVCs included the Unley businesses, adhering to Mercedes-Benz Australia’s strict brand guidelines to ensure we always deliver “the best or nothing.”
"WO are very 'hands on'! I love Josh’s insight into our brand and our passionate clientele, he just 'gets it'."
DAVID UPTON, DEALER PRINCIPAL, MERCEDES-BENZ ADELAIDE & UNLEY
