Lil' Benz Dealership
For years, luxury car brands have been trying to increase brand love from the coveted millennial audience because their current customers are aging out. For Christmas 2018, we saw an opportunity to reach millennials in a completely new way.
Despite the way many brands perceive them, “Millennials aren’t kids anymore. They have kids.” So, to increase brand love from them this holiday season, we didn’t do something for them, we did something for the people who are actually in charge of Christmas: their kids.
The Lil’ Benz Dealership: an authentic Mercedes dealership experience where every detail was transformed to be kid-sized. There were little Mercedes-Benz cars, little salespeople, little owner’s manuals (where were also coloring books), and even a photo both for making little driver’s licenses on the spot. To advertise, we made ads that looked exactly like premium Mercedes print ads, until we revealed that the cars were actually kid-sized. Our films were even narrated by our brand voice: Jon Hamm.
Credits:
Mercedes-Benz USA Credits
General Manager, Marketing Services: Mark Aikman
Marketing Communications Department Head: Alexa Harnett
Brand Strategy Lead: Ryan Johnson
Senior Social Media Program Specialist: Jordan Lalor
Social Media Program Specialist: Sam Cody
Agency: R/GA
Group Director, Production: Joe Gagliardi
Senior Producer: Tatiana Spiegel
Account Manager: Josh Lanz
Account Supervisor: Ben Kravitz
Account Manager: Madeleine Rogers
Strategy Director: Natalie Webb
Senior Content Producer: Ben Hassey
Production Coordinator: Pete Taft
VP Group Executive Creative Director: Nick Pringle
Executive Creative Directors: Chris Joakim / Mike Donaghey
Creative Director: Rodrigo Burdman
Senior Copywriter: Otavio Barbon / Chloe Saintilan
Senior Art Director: Rodrigo Guaxupe
Jr. Copywriter: Namwan Leavell
Jr. Art Director: Emily Stetzer
Director: Alex Mallonee
DP: Inder Mann
DP: Dave Waldron
Photographer: Francisco de Deus
Experiential Marketing Partner: Czarnowski
Editorial: House of Trim
Editor: Josh Cramer
Assistant Editor: Nina Thomas
Colorist: Erich Gilbride
Sound Engineer: Dan Walsh