Mercedes Benz – Project Glamour
Like no other digital car launch
Background
Traffic was invited by Mercedes-Benz in an invitation-only global pitch – which is run every second year – where over 200 of the leading digital agencies around the globe were briefed. The brief for the agencies was to provide high impact digital solutions for the upcoming launch of the new GLA model. There were three categories that were open for agencies to respond to: Social, Mobile, Freestyle (open brief).
Strategy
Given the female skewed target audience of the new GLA, and a key focus was on the design aesthetic of the model, we proposed an alignment with an existing Mercedes Benz property – Fashion Week – where we could run a design competition that would run globally as a key part of the launch of the GLA model.
Solution
We proposed the introduction of the ‘Project GLAmour’ consumer promotion where contestants got to design their runway piece using GLA body parts, with the winner featuring down the runway at MB Fashion Week. Our two entries were both finalists, which was a first for any agency in the history of the competition. We were awarded the runner-up prize in Social category for our ‘Project Glamour’ entry.
