Mercedes-Benz USA:

Agency Showcases Mercedes-Benz on the Nation’s Biggest Stages

Opportunity

  • Cookerly has designed and executed multiple award-winning consumer, executive, B2B and internal programs for Mercedes-Benz USA (MBUSA), the nation’s No. 1 luxury automaker.
  • MBUSA asked Cookerly to “welcome the world” to its hometown, unveil and generate excitement for the brand’s new A-Class vehicle (including a 2018 Super Bowl ad), highlight its CSR commitment, and position the brand as fun, engaging and embedded in the Atlanta community.

Strategy | Execution

  • Designed integrated campaign for national impact that included brand experience activations, 2018 Super Bowl, third-party partnerships and media outreach/engagement opportunities.
  • Activated Grammy Award winner Ludacris, appearing in the Mercedes-Benz Super Bowl ad, and leveraged The Ron Clark Academy (RCA) agency relationship as strategic focal points.
  • Executed RCA surprise visit by Ludacris in an A-Class to award students 2018 Super Bowl tickets; visit featured on company, partner and celebrity social channels and by national/local media.
  • Created the now viral hype video – “Welcome to the A” – with RCA to welcome Atlanta Super Bowl visitors, featuring students touring in an A-Class, an original song and choreography.
  • Launched branded retail pop-up center and 2018 Super Bowl ad premiere party for high-caliber media, including “Entertainment Tonight,” People, Headline News/CNN, ESPN, Hollywood Life and more.

Results | Impact

0
B
Campaign audience reach

Notable coverage:

AP, Entertainment Tonight, CNN, Headline News, Business Insider, USA TODAY, Washington Post, Forbes, Elite Daily, Bustle, plus hundreds of websites, local dailies/broadcast and trades

“Welcome to the A”

1.8M views, 23,000 shares; estimated social reach – 60.9M