360 Launch
The all-new A-Class was Mercedes' first foray into the hot hatch segment. The 360 launch campaign celebrates the young entrepreneurs, doers and dreamers who are just getting started. The campaign covered TVC, video content, radio, print, digital, outdoor, point-of-sale and events.
Every beginning starts with A. Every gearshift, rocket launch and kick-off. If you're a lean mean go-getter Machine, get in.
The all-new A-Class is Mercedes' first foray into the hot hatch segment. The launch campaign celebrates all the cheeky, why not me, I stop at nothing doers in the region who embody the potential and drive of an A-Class beginning. We call them the 'Driven Class.' This is the TV launch.
Digital Content
Every Beginning Has 'A-Story', so we caught up with the young entrepreneurs, designers and go-getters making news in the Middle East. They told us how they got started, what drives them and what keeps them going.
Ambition. Adrenaline. Aspiration. Whatever it is, it can drive us to create something exceptional. See how Aliya West, founder of West L.A. Dubai, started at A and grasped each and every opportunity along the way.
Radio? Yup still a thing
This campaign was a headline and manifesto machine that kept on giving, so no ads had to repeat. Same vibe, new copy.