FOUND BY MERCEDES-BENZ & MAISON KITSUNÉ
Title | FOUND BY MERCEDES-BENZ & MAISON KITSUNÉ |
Brand | MERCEDES-BENZ |
Product/Service | A COLLECTION OF SCARVES AND HATS FOR THE LAUNCH OF ITS NEW RANGE OF CONVERTIBLES |
Category |
A03. Cars & Automotive Products & Services |
Entrant
|
BBDO PARIS, FRANCE
|
Idea Creation
|
BBDO PARIS, FRANCE
|
Credits
Matthieu Elkaim |
BBDO Paris |
Executive Creative Director |
Théophile Robaglia |
CLM BBDO |
Artistic Director |
Joseph Rozier |
CLM BBDO |
Copywriter |
Olivier Rippe |
BBDO Paris |
CEO |
Loic Mercier |
BBDO Paris |
Head of strategic planning |
Séverine Autret |
CLM BBDO |
Managing Director |
Charlotte Montrichard |
CLM BBDO |
Account Manager |
Marie Bottin |
CLM BBDO |
Art Buying director |
Lauren Weber |
BBDO Paris |
Head of group Communication |
Guillaume Rancurel |
Proximity BBDO |
Creative Development Manager |
Vincent Gapaillard |
xxx |
Photographer |
Isabelle Descamps |
IDM |
Agent |
xxx |
Odalisques prod |
Image editing |
Stéphane Boutier |
Mercedes Benz |
Marketing director |
Béatrice Tanguy |
Mercedes Benz |
Marketing Communication Manager |
Clémence Madet |
Mercedes Benz |
Press and RP manager |
Gildas Loaëc |
Kitsuné |
Founder |
Masaya Kuroki |
Kitsuné |
Founder |
Rémi Le Hong |
Kitsuné |
Marketing and Communication Director |
Louise Van Den Bogaert |
Kitsuné |
Collection Director |
Laure Betsch |
Kitsuné |
Junior product manager |
Gabriel Delattre |
60 circuits |
Founding partner |
Manon Welfringer |
60 circuits |
Digital Producer |
The Campaign
Driving a convertible is first and foremost a unique lifestyle. With sometimes few unexpected hitches, as a hat or a scarf swept away by the wind. For the launch of its new range of convertible and roadsters, Mercedes-Benz have partnered with the new wave of French fashion Maison Kitsuné, to create FOUND: a hat and scarf collection, that are impossible to lose thanks to a geo-tracking chip and app.
Creative Execution
Development and creative teams have worked closely to manufacture 400 hats and scarfs signed FOUND. The Agency, Maison Kitsuné and Mercedes-Benz decided to fill out this collection with a modern pattern declined into two different colours. Each accessory was manufactured in the Maison Kitsuné factories in Italy and then sent to the parisian Maison Kitsuné workshop in order to integrate every chip manually. The collection was distributed exclusively at the Mercedes Benz Gallery on the Champs Elysées and on the Maison Kitsuné Parisian flagship store.
Results
Above all, FOUND is a tribute to the convertible culture that drove the conversation about Mercedes-Benz new range much Further than the automotive press. The result of our press coverage was satisfactory: LUXSURE, WAD, MON FRENCH FLAIR, LE POINT, ELLE, LUXER’S, OPTIMUM, LUI, STYLIST, LE FIGARO, TRENDS, MODERNISTS, CLAUSETTE, FASHION NETWORK, … And Mercedes-Benz has begun a real conversation with a younger target. Available in limited edition exclusively in Maison Kitsuné flagship store and at the Mercedes-Benz Gallery in Paris, every item was sold out within 3 days. And none of them was lost.
Communications territories for convertibles all focus on describing driving sensations. We wanted to communicate the pleasure of driving with no roof differently, with a firmly modern and surprising approach. This trendsetting project allowed Mercedes-Benz to be legitimate on fashion and tech. This partnership with Maison Kitsuné is also an opportunity to reach a younger target, by using influencers and trendsetters.
Most Mercedes-Benz buyers are over 50 years old. Moreover, even if the brand did an extraordinary work on a global rejuvenation of its cars designs, it is still perceived as “my father’s brand, not mine”. The stake was to reach the consideration of a younger 40 target.