The Mercedes me Moscow
A new communication approach to connect with a new audience in Russia
Background
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 overcome the brand's old image in Russia - perceived as a car only for old rich people - by connecting with the new audience, showing them that Mercedes has a car that can fit every person’s individuality.
Idea
We created an immersive brand experience at the Mercedes me in the heart of Moscow: The “E-Motion” employs technology that analyzes the personality and emotions of each guest based on their facial expressions, suggesting a unique car model according to their results. Guests can edit the details of a car, locate the nearest dealership, and book a test drive right on the spot.
Results
After the first month following the opening of the cafe, 2.435 people experienced the E-Motion, resulting in 328 test drive bookings. It generated more than $100,000 in earned media. And it marked the beginning of a new individual communication approach with our consumer in Russia.