A look into one of the best experiential marketing campaign of 2015

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IMC GROUP DEBATE
Mercedes Benz - Experiential Marketing
Andrés Prieto, MoazzamKhan, Daniel Zamora, Rafael Gual

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Mercedes Benz: Urban Hunter
Offera brief overviewof thismediavehicle,andhow your group feelsitcan bestbe usedinan
IMC program. What are the basic components and possibilities?
As David Moth put it, experiential marketing is to ¨create a closer bond between the consumer
and the brand by immersing then in a fun and memorable experience¨
The main purpose of any brand is to connect with its consumers and provide them with an
experience thatshowcasesthe true value andessence of thebrand.Experiential marketingisone
of the mosteffective waytoprovide thebrandexperience toitsconsumers.Itisthe onlymedium
through which all the senses can be stimulated, which is the best way for a brand to engage its
users.Thistype of marketingisnow growingasmore andmore brandstryandcompete forspace
in user’s minds by giving them an experience they connect with and it sticks to them.
While interactingwiththe brandif it is able to successfully instill anemotional connectwiththe
usersthenpeople are more likelytoassociate thosepositiveemotionswiththe brand. Hindsight
to the fact that experiential marketingmightbe more effective toprint,displayoranyothersort
of communication method it is harder to measure and evaluate if the activity undertaken is
directly responsible to an increase in sales or profitability.
Provide a link to the campaign you presented and give an overview of the program.
Link to the campaign: https://www.youtube.com/watch?v=KSltzkajmPc
The campaign revolved around giving users an experience that was true to what the car stood
for. Mercedes-Benz CLA was code named the Urban Hunter and in order to highlight that
Mercedes Benz along with a technology company teamed up to create a nation wide virtual
game. In order to be part of the game each player had to download the Urban Hunt app onto
theirsmart phone.The objective of the game was to hide fromthe hunterand stay in the game
for as long as possible. The hunter in this case was the Mercedes Benz CLA.

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Describe any other IMC components that supported this initiative.
This campaignusedalmostall communicationplatforms suchas print,TV spot,digital andlastly
due to the Hunt game it got PR attention as well.
Each communicationmaterialcenteredaroundthe mainideaof the car beinga Hunterand that
it was out to find you.
TV SPOT: https://www.youtube.com/watch?v=yQmGjqYTNU0
PRINT MEDIA:
Define the core target audience:
 Millennial and Generation X (from early twenties to early forties)
 The main reason for targeting a younger audience is the significance of the market size
and also because the Luxury automotive manufacturers can create brand awareness
from a very early age.
Outline the communicationsobjectivesyou feel were at the base of this campaign. Were they
achieved?
 Create awareness of the new Mercedes Benz CLA Shooting Brake
 To engage with the target audience and give them a memorable experience
 Increase the On-line community
 Use innovative technology to communicate the big idea
Present your rationale as to why your group felt that this was the most effective/ “best”
example of this media vehicle in recent history. Discuss other campaigns against which you
compared your chosen one.
 Other campaigns against which we compared the chosen one:
o Tim Horton’s: Campaign name: Tims Next Door
Link:https://promoawards.strategyonline.ca/Winners/Winner/2015/?w=timhor
tons-timsnextdoor

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o Watch Dogs Video Game
Campaign: Hacker Campaign
Link: https://www.youtube.com/watch?v=3ZILfTYObj4
o Café Pelé
Campaign: Clever Billboard
Link: https://www.youtube.com/watch?v=dEcsvT4KL60&feature=youtu.be
o Coca Cola
Campaign: Share a Coke with Humanity
Link: https://www.youtube.com/watch?v=b5E9QtiqPDk
o TD Bank
Campaign: Make Today Matter
Link:https://promoawards.strategyonline.ca/Winners/Winner/2015/?w=td-
maketodaymatter
Out of all the campaignswe examined,eventhoughtheywere creative intheirownrespectlacked
in some way or the other. Some on the campaigns were not very broad in terms of it interacting
withconsumers or beingexcitingenoughtopresentor beinga well roundedcampaignintermsof
usingothercollateralstospreadthe bigIdea.Mercedesnotonlyusedalmostall the communication
methodsbutdiditina unique wayexceedingits forecasted results,stayingtrue toitscore ideaand
providinganexperience thatcouldbe transferable toothercountriesbutalsoconnectedwell with
a large number of target audience and hammered in the big idea of THE HUNTER.
References:
 https://adsoftheworld.com/media/ambient/mercedes_urban_hunt
 https://econsultancy.com/blog/65395-what-is-experiential-marketing-and-why-
do-you-need-it/
 https://www.gross-stadt-jagd.ch
 https://www.wired.com/video/2015/07/urban-hunting/
 http://mercedesblog.com/designed-for-urban-hunting-the-new-mercedes-benz-
cla-shooting-brake/
 https://en.wikipedia.org/wiki/Shooting-brake
 http://www.topgear.com/car-reviews/mercedes-benz/cls-shooting-brake
 http://eblog.mercedes-benz-passion.com/2015/03/market-launch-campaign-
for-the-new-mercedes-benz-cla-shooting-brake/
 http://www.stephenzoeller.com/how-mercedes-benz-and-german-luxury-car-
brands-use-marketing-segmentation/