‘Grow up’ stories of a new generation
Mercedes-Benz is taking a new approach to marketing communications with its new campaign “Grow Up.” The most extensive content creation in the history of the brand has been realized for the five models of the compact-car family.
Here in the Philippines, there are four models readily available: A-Class, B-Class, CLA, and GLA.
With more than 100 moving-image sequences and over 90 lifestyle and product images, stories of a new generation will be told until the end of this year. The campaign focuses on people caught between the coolness of adolescence and the squareness of adulthood who embody the attitude to life of the new compacts.
“Grow Up” is much more than a major campaign about model series. It is a further move forward towards more modernity, progressivism and dynamism across the entire brand identity of Mercedes-Benz.
With “Grow up,” Mercedes-Benz is reinterpreting traditional values and attitudes towards the brand while showcasing their modern-day interpretation and relevance within generations x and y.
Under the campaign hub www.mercedes-benz.com/growup, the user explores the whole world of “Grow up.” The campaign stages and personalizes the five models of the compact-car family in short films. They tell stories about young people and present-day adolescence with all the associated highs and lows.
One film, for example, is about two female friends who, after an argument followed by months of silence, realize that true friendship is something precious that can also survive difficult times. The films present images with a young, authentic look.
With no artificial light or staged posing, the vehicles are included in the action in a way that seems natural. The campaign is therefore surprising and describes the world of Mercedes?Benz designed to make a young, self-assured generation of “grown ups” enthusiastic about the brand.
Just as innovative as the content and its visual realization are the mechanics of the campaign. All the content will be played on the relevant digital platforms for the target groups so as to generate traffic for the campaign hub.
The films are with a length of between three and five minutes and have up to 50 short moving-image sequences, so-called “moments” and motifs to ensure continuous visibility and attention.
They intentionally play with contradictions and contrasts. For example, two young people kissing in a car are contrasted with the motto “Grow up. Start a family.” And the image of a wild party carries the title “Grow up. Work hard.”
The campaign is extended in the digital world through media and content cooperation with Vice content network, one of the most successful digital content networks in the areas of fashion, art, film, music and technology.