| Title | MERCEDES ME CAFE MOSCOW |
| Brand | MERCEDES-BENZ RUS |
| Product/Service | MERCEDES ME CAFE |
| Category |
C02. INSTALLATION AND ENVIROMENT BRAND EXPERIENCE |
|
Entrant Company
|
ARK CONNECT Moscow, RUSSIA
|
|
Advertising Agency
|
ARK CONNECT Moscow, RUSSIA
|
|
Advertising Agency 2
|
LETO ARK GROUP Moscow, RUSSIA
|
Credits
| Sergey Doroshko |
Leto Agency |
Managing Director |
| Vitaly Shirokov |
Leto Agency |
Digital Production Director |
| Ilya Provkin |
Leto Agency |
Creative Group Head |
| Dmitry Konakhovsky |
Leto Agency |
Art Director |
| Dayana Badmaeva |
ARK CONNECT |
Group Account Director |
| Aleksandr Savkevich |
ARK CONNECT |
Account Director |
Brief Explanation
For almost 70 years, during the period of the Soviet Union, Russians could not express their individuality. But after the fall of the regime, there was a rush to make up for lost time. An emerging, dynamic consumer became a new target for Mercedes' modern image: independent, connected, ready to express their individuality. Our task was to create a branded space that relates to the daily life of this new consumer
The Brief
Objectives:
• Find unique communication channel apart from show-rooms and dealerships.
• Give a new & fresh perception of Mercedes-Benz as an innovative & technological brand by connecting with a new audience, providing an immersive experience which became part of daily life of modern Russian consumers.
• Demonstarte wide range of auto models and options to point out individuality and personal choices for young and demanding consummers.
• Provide leads-generation by the use of interactive services that were connected online with dealerships.
Agency tasks:
Develop design and creative concept for Mercedes me cafe in Moscow based on unique Mercedes me platform.
Develop complex software and interactive services which enable engagement of modern consumers with Mercedes-Benz brand
How the final design was conceived
Mercedes me platform is a totally new way of engagement with young and dynamic audience with the focus on innovative technologies, virtual connection with consumers,ability to consider their individial preferences and choices.
The brand space that we created in the Mercedes me cafe is fully combined of innovative technologies that become a part of daily life of modern Russian consumer.
We utalized latest software developments of the Russian market, created personification technology,Face detect, interactive screens, live feed with hashtags, immediate sign up for test drives, other interactive services, all allowing us to demonstrate unique innovations offered by the Mercedes-Benz brand
Indication of how successful the outcome was in the market
After the first month the Mercedes me cafe attracted more than 10.000 visitors, more than 4.500 photos shared on Social Networks.
Over 2,435 people experienced the “E-Motion” device, resulting in 328 test drive bookings.
The Mercedes me cafe generated more than $100,000 in earned media for the brand.
And it marked the beginning of a new individual communication approach with our consumer in Russia.