Title	REDEFINING LUXURY THROUGH TAKING A BITE OF MERCEDES-BENZ
Brand	MERCEDES-BENZ SVERIGE
Product/Service	MERCEDES-BENZ
Category	A02. USE OF EXHIBITIONS AND INSTALLATIONS
Entrant Company	FUEL@VIVAKI SWEDEN Stockholm, SWEDEN
Advertising Agency	FUEL@VIVAKI SWEDEN Stockholm, SWEDEN
Advertising Agency 2	ANR BBDO Stockholm, SWEDEN

Name	Company	Position
Sven Von Haslingen	Fuel@vivaki Newcast)	Ceo
Martin Karlsson	Fuel@vivaki Newcast)	Agency Producer
Peter Uksila	Fuel@vivaki Newcast)	Agency Producer
Mattias Hersby	Fuel@vivaki	Coo

The Brief

The challenge was to create a meaningful experience attracting a younger and more progressive target group through redefining luxury and status. Moving away from the old luxury which is passive, arrogant and perfectionistic to becoming a stronger, more human and self-actualizing modern luxury brand. Connecting the new NGCC range, A-class, B-class, CLA & GLA to a territory that could spark interesting conversations that would be socially acceptable. The main KPI was to achieve 250 qualified leads eg test drive sign ups during the 5 day event resulting in 75 completed test drives.

Describe how the promotion developed from concept to implementation

Young people don´t define status through things they own. It is rather what they have done that matters. Real interesting experiences that they love to share socially without bragging is what defines them. To find a territory showcasing our take on modern luxury we found that their clearest expression of status is eating in innovative places. Food experiences are also one of the most acceptable and shareable content areas in social media. We partnered with the largest food festival in Sweden, Smaka på Stockholm. Top Chef Sayan Isaksson who just opened, Shibumi, offered a modern take on Japanese pub culture.

Describe the success of the promotion with both client and consumer including some quantifiable results

Smashing our objective with a ROI of 193% and sales of 541 877€ based on selling 14 cars during a 4 week period after the event! We achieved 475 booked test drives at the event in only 5 days between 4th-8th of June achieving 142 completed test drives in the following 2 weeks. The event also made the target audience more interested in the brand, 29% have thought about buying/leasing a Mercedes-Benz and 32% have talked to friends or family about the event or Mercedes-Benz. 18% spontaneously said that private leasing was something that was communicated at the event.

Explain why the method of promotion was most relevant to the product or service

Smaka på Stockholm takes place in the centre of Stockholm which enabled us to move our cars closer to our consumers from the inaccessible suburban dealerships. The core of the Mercedes-Benz brand is the BEST so we created a conduit between Mercedes-Benz and one of Sweden´s best Chefs who served exclusive bites to our prospects/clients. This enabled us to talk to prospects, showing them our cars and urging them to sign up for test drives and taking part in our selfie competition. Dealerships could on the one hand invite important clients as well as build new client relationships.