K’UP was asked to capture the zeitgeist "Modern Luxury" in order to develop the new global overall appearance of the Mercedes-Benz brand.
Within a short period of time, a Brand Lab was set up to synchronize the work of six divisions for 70 markets and their agencies on the basis of the brand strategy. The result defined the new brand strategy "The personal best", three global communication target groups and eight rules that guided all brand activities for the first time. With the "Grow up" campaign, which emerged from this,
Mercedes-Benz managed to sell the GLA to social climbers and by that winning a new target group, especially in China, thus achieving new sales records in the SUV boom. Subsequently, the Brand Lab was expanded on the intranet and K’UP was, among other things, entrusted with the development of the brand roadmap, marketing theme planning, digital use case development for "Mercedes me" and a motorsport marketing strategy.
Defining a global brand style via contemporary luxury
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