The Challenge:

Mercedes-Benz was looking to introduce the new Mercedes-Benz B-Class into the Indian market. This was prior to the launch of the all new A-Class and would be at the time one of the most compact cars available from the Mercedes-Benz stable at the time. The challenge was to get Indians interested in what was essentially a hatchback. The average Indian mentality favoured a car with a boot over an equally priced yet roomier hatchback alternative. This meant launching the B-Class which would be the first hatchback being sold by Mercedes-Benz would be challenging indeed.

The Solution:

To launch the B-Class an online competition was conceived. At the core of the competition was a dedicated microsite that asked users to share one of their adventures. Shortlisted entries were then put up for popular voting. The final chosen winners then had a chance to experience the B-Class first hand along with celebrity ambassadors from Mercedes-Benz. Winners were taken for a special Paralite flying experience along with an instructor. While the competition was promoted in collaboration with the Discovery Channel, the ensuing buzz created in social and on site ensured that the new B-Class was a runaway hit with pre-bookings of the all new B-Class being all booked up.

Skills:

Pitching

Copywriting