MERECDES BENZ & PRINCE by Proximity Paris for Mercedes-Benz

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MERECDES BENZ & PRINCE

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Industry Cars
Media Promo & PR
Market France
Agency Proximity Paris
Creative Director Cedric Gueret
Released October 2009

Credits & Description

Category: Sponsorship or Partnership Campaigns
Advertiser: MERCEDES BENZ
Product/Service: CARS
Agency: PROXIMITY BBDO
Date of First Appearance: Oct 12 2009 12:00AM
Entrant Company: PROXIMITY BBDO, Boulogne-Billancourt, FRANCE
Account Director: Nicolas Contassot (Proximity BBDO)
Creative Director: Cedric Guéret (Proximity BBDO)
Artistic Director: Noémie Pasquier (Proximity BBDO)
Partnership: Virginie Gorse (Proximity BBDO)
Marketing Director: Bertrand Saugnac (Mercedes Benz)
Media placement: Invitation - Clients & Prospects - October 2009
Media placement: Live Concert Of Prince - Le Grand Palais / La Cigale - 12 October 2009
Describe the objective of the promotion.
The background:Mercedes-Benz, a pioneer in automotive excellence, is currently saddled with a cold and distant image.Against this background, the challenge was how to ensure maximal visibility with a more inter-generational, trendier and exclusive target market.
Describe how the promotion developed from concept to implementation
The Idea :For less than 50 000€, we associate the brand with an event both rare and prestigious: the appearance of Prince in Paris for the launch of his new album.The strategy:Make Mercedes the official ‘carrier’ for the event in general terms and for the global superstar in particular.Ensure optimal visibility whenever Prince travelled around the capital: to concerts, fashion week shows, TV appearances (Le Grand Journal / Canal + and other programmes), etc.
Describe the success of the promotion with both client and consumer including some quantifiable results
An outstanding and unexpected buzz with both the public and fans of the star on Facebook, forums and blogs.Dozen of mentions and images of Prince and Mercedes Benz brand in the national, popular and specialist press, and on the most popular radio stations.
Explain why the method of promotion was most relevant to the product or service
The performance :Throughout their stay, Prince and his managers were chauffeur driven through the streets of Paris exclusively by Mercedes.For his concerts at the Grand Palais, the artist arrived at the foot of the stage in the latest S-Class hybrid model, the S 400 HYBRID, in front of thousands of spectators and photographers.The brand was also linked with the most exclusive private concert of the year: Prince at La Cigale (logotypes on display and promotional films shown in the VIP lounge, distribution of gift packs, etc.)