Mercedes-Benz seeks younger appeal through social media

Mercedes-Benz's recent efforts to connect with a younger audience are continuing with a move to sharpen up its social media presence.

Mercedes Benz: Escape the Map campaign by Abbott Mead Vickers BBDO
Mercedes Benz: Escape the Map campaign by Abbott Mead Vickers BBDO

The German luxury car marque is currently looking for an agency to devise a three-year social media strategy, which will enable it to connect with 25- to 44-year-olds.

Mercedes-Benz is already active in the social media space, largely through its Fashion Week tie-up. It is looking to boost its presence across key social media platforms and develop a long-term integration strategy.

The brand wants to connect with young car buyers ahead of the launch of its range of compact vehicles, and launched a major campaign at the end of last year.

The campaign, created by Abbott Mead Vickers BBDO, was based around an online film which shows a fictional character trapped driving a Mercedes-Benz C63 AMG Coupe model in Google Streetview.

Last week, at the Consumer Electronics Show in Las Vegas, Mercedes-Benz showcased technology which will enable users to access Facebook, Google and Yelp from their dashboards.

Follow Sarah Shearman on Twitter @Shearmans

Subscribe to Campaign from just £57 per quarter

Includes the weekly magazine and quarterly Campaign IQ, plus unrestricted online access.


Looking for a new job?

Get the latest creative jobs in advertising, media, marketing and digital delivered directly to your inbox each day.

Create an Alert Now

1 PHD and ITV storm Media Week Awards

PHD reigned supreme at the 2016 Media Week Awards, after winning media agency of the year and the coveted Grand Prix for its work for Sainsbury's Christmas campaign, while ITV won sales team of the year.

Just published