projects_ mercedes-benz
communication (branded content)
video of the colombian artist sara rayo for the international campaign of mercedes-benz: "she´s mercedes".
in collaboration with the cameraman
camilo grald.
communication campaign
terrain
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luxury vehicle brand, positioned worldwide as a luxury brand, exclusive and exclusive.
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change of positioning worldwide: exclusive but inclusive brand! a "modern luxury".
1
research
brakes
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in cali, the brand had not assimilated the new positioning.
opportunities
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prices and affordable financing plans.
2
strategy
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design "art nights" where people can relate in a closer and more informal way with the brand without losing elegance and exclusivity.
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attract new, younger and less "stuffy" buyers.
3
art night - mercedes benz.
the purpose was to promote culture through a concert by an artist who is a good representation of the brand for his excellence, recognition and colombian/german origin, seeking to take the public to live a world-class artistic experience in a different and close environment; the concert was held outdoors,
under an imposing tree in a country club of cali. we algo counted with the presence of the painter liliana velasco, who made a painting infront of the guests during the concert inspired by the live music and the atmosphere of the moment.
olfactory branding in collaboration with the lab to give the brand's dealers identity and a slightly fresher and more informal atmosphere, without losing elegance and exclusivity.