#AMGextreme

AMG Extreme Adventure

An inspired campaign with inspired results

Campaign

Overview

Mercedes-AMG's are extreme vehicles. They push the limits. They are powerful, unstoppable. Adrenalin seekers. They have no competition except themselves. 
With the launch of the new CLA 45, A 45 and GLA 45 AMG's this brand positioning needed to come to life.
 
We were tasked to create an influential brand halo effect for Mercedes-Benz, all while driving test drives and massive waves of awareness. 

The Solution

In the real world, we paired each of these 3 vehicles with 3 extreme adventure weekends and a racetrack experience, offering the ultimate all-expenses paid F1 experience as a stomach tingling grand prize. We paired this with a low barrier into the campaign to entry and futuristic, exhilarating art direction. 


#AMGextreme

Each weekend we filmed 1 winner and 1 digital celebrity’s adventures, pulling the videos through into the digital world on our microsite, which acted as the hub of the campaign. Earned and paid media helped funnel readers onto the provocative landing and entry pages optimised for conversion. 

#AMGextreme


#AMGextreme

Are you extreme enough?

Users were challenged in the language of inspirational motivation and self-overcoming. Entering was a mental challenge, an opportunity to push yourself, overcome fear and transcend your self-imposed limitations – and win a glorious victory as a result.  

Thrilling vehicles, thrilling feelings

We created 3 personas for our CLA 45 AMG, A 45 AMG and GLA 45 AMG, using these ideas to frame how we talked about the vehicles. Themes of being ‘Untamed’, ‘Insane’ and ‘Adventurous’ connected these feelings to the vehicles and to the adrenalin fuelled campaign. 

Inspired Results

  • +49MM

     Impressions

  • +10K

    Competition Entries

  • +179K

    Social Engagements

  • 424

    Test Drives Booked

The #AMGextreme Adventure microsite was a whirlpool for excitement on the web, throwing off waves of awareness across social channels and sucking our audience into a vortex of extreme, powerful emotions. 

Overview

Mercedes-AMG's are extreme vehicles. They push the limits. They are powerful, unstoppable. Adrenalin seekers. They have no competition except themselves. 
With the launch of the new CLA 45, A 45 and GLA 45 AMG's this brand positioning needed to come to life.