The Adventure-seeker. The Explorer. The go-getter. The mover and shaker. They are bold. Edgy. Wild. They need a vehicle that is as adventurous as they are. The new Mercedes-Benz GLA’s target audience had no idea that Mercedes-Benz had a wild side.
Creating a series of adventures that would mirror the lifestyle of the key target audience, putting the vehicle to the test in real life scenarios, allowing one winner every weekend to experience the GLA first-hand, and giving one lucky person the chance to win the GLA. Online influencers and professional adventurers were identified to participate on the journey, based on their ability to amplify the conversation, and reflect our key audience. An integrated digital strategy using bought, owned and earned media, drove users to a custom-built microsite – the digital hub of the campaign.
A single #GLAadventure hashtag was used online and supported via TV, radio and print media as part of an integrated campaign that had its home in the digital space. We achieved all objectives set out and helped Mercedes-Benz South Africa reach out to those who are always restless.
