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AMG Extreme Adventure

An inspired campaign with inspired results

#AMGextreme

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.

Inspired Results

Impressions

+49MM

Competition Entries

+10K

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.

Social Engagements

+179K

Test Drives Booked

424

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.