When all you have to offer is nothing,
make it a brand statement.

To launch an innovative subscription-style leasing product aimed at a younger audience, we kept it simple - from the name, to the identity, to the campaign.

Younger buyers typically consider the brand out of reach. Now with Simplicity there's really nothing stopping them from getting into a Mercedes-Benz - so they can literally park the excuses.

With the aim to refresh a worn-out category and appeal to a younger audience, we completely re-branded Mercedes-Benz Certified with an ongoing platform positioning the vehicles as just as accessible as they are desirable. After all, they're just as good as new.

A shift that proved to be quite effective. In a declining market, leads grew 42%, sales 1% year-on-year (a record high) and customers under the age of 45 grew from 28% to 44%.

An outcome that resulted in a 2021 Australian Effie Finalist for Creative Use of Data.

As a leading agency in the network, we often created global work.

This time, we were asked to globally launch 'Mercedes me Adapter' - an app for older models that gives owners useful info about their car. Yep, not the most exciting thing.

So we made interesting, by making it human. With a platform based on a simple insight: Mercedes owners always cared for their car. Now it's their car looking out for them.

A cute message to celebrate dads on Father's Day,
whichever Dad Mode they're in.

Another campaign that has been adopted by global to be shared across other markets.

When Mercedes-Benz offers you the rare opportunity to ask for more, it’s likely you may get carried away.

Here’s the retail campaign that got carried away with record sales during the EOFY.

As part of the F1 Australian leg, Mercedes-Benz runs a competition each year to give away a double pass to the MB Star Lounge – an exclusive F1 raceday experience. This time, to engage and capture leads of motorsport fans with the chance to win, we asked them to prove they were stars of the track.

So we created Trace Race - a mobile first F1 inspired game where the player who finger-traced the Australian F1 circuit most quickly and accurately would win.

RESULTS
With 80% leads uplift, 47% conversion and the game being rolled out for other GP races globally, the campaign proved to be a winner.

Short content videos starring finger puppet drivers promoted the mobile game on social channels.

A selection of projects that have not seen the light of day. Yet.

#NAMEDROP
A proactive project designed to unearth Mercedes-Benz's unique place in pop-culture.

Mercedes-BeNZ
A proactive idea to support the Black Ferns - NZ's female rugby team in the next World Cup.