Title	ESCAPE THE MAP
Brand	MERCEDES-BENZ
Product/Service	PASSENGER CARS
Category	A01. Creative Effectiveness
Entrant Company	AMVBBDO London, UNITED KINGDOM
Advertising Agency	AMVBBDO London, UNITED KINGDOM

Name	Company	Position
CRAIG MAWDSLEY	AMVBBDO	JOINT HEAD OF STRATEGY
BRIDGET ANGEAR	AMVBBDO	JOINT HEAD OF STRATEGY
David Edwards	AMVBBDO	Strategist

Brief Explanation

For decades, Mercedes-Benz had been perceived as a ‘status car’ for mature drivers. The prize at the twilight of your career, rather than the accompaniment during life’s earlier, more dynamic moments. At a product level, this distinction was increasingly unjustified. A new model range looked ever more contemporary while offering an exciting drive that should have appealed to younger drivers. But the brand’s perception has been holding it back. This paper describes how Mercedes-Benz has achieved unprecedented engagement with a younger audience by pioneering a very different approach to automotive marketing. Propelled by the creative concept of a dynamic car in a dystopian world, this is the story of a campaign that has achieved record levels of interaction with the Mercedes-Benz brand, leading to and ROI of 2:1 – what we believe to be the fastest ever payback for an automotive campaign in a major effectiveness awards competition, anywhere in the world* * This has been checked against all automotive cases that have been shortlisted in the world’s most rigorous effectiveness awards competitions. This list contains: The UK IPA Effectiveness Awards, the Cannes Creative Effectiveness Awards, the Australian Effie Awards, the North American Effie Awards, the Jay Chiat Strategic Excellence Awards and the Warc Prize for Asian Strategy. (Source: WARC).