STRENGTHENING LOCAL PRESENCE

The on-territory presence was reinforced through the coordination of dealership events, ensuring continuity between the online experience and the physical presence in showrooms through a coordinated system and collaboration with Arneis. The challenge was to build a communication strategy capable of maintaining the brand’s premium tone while adapting to different local contexts, ensuring consistency across the various regions and participating dealerships.

A CONCEPT THAT BLENDS WITH THE TERRITORY

The campaign started from the official concept “Fuori Classe” (“Outstanding”), which defines the New CLA as a car designed to introduce a new language in mobility. The project transformed a global message into communication that was immediately recognizable for each of the 18 regions involved. Each piece of content was customized with precise references to the city and the local dealership, maintaining Mercedes-Benz’s high brand standards while creating a direct dialogue with local audiences.

A COORDINATED AND MODULAR MULTI-AREA CAMPAIGN

The complexity of the project lay in distributing the campaign across an extensive network of sales points while maintaining creative consistency and high execution quality. The content was developed to be modular and easily adaptable to different locations, enabling each of the 55 dealers and 78 dealerships to promote the event with aligned and coherent materials. This model ensured strong brand consistency across the entire territory while simplifying the adoption of the campaign by the sales network.

THE TEASER AS A DRIVER ATTENTION

The campaign was introduced with a teaser video—an impactful piece of content designed to spark curiosity and encourage users to book a test drive. Red, the signature color of the New CLA, became the visual guiding element of the entire project, creating consistency across all creative assets and facilitating campaign recognition in every geographic area. This preliminary phase helped build progressive anticipation around the new vehicle, preparing audiences for subsequent content and increasing the memorability of the communication throughout the entire journey.

DIGITAL CONTENT DESIGNED FOR LOCAL PERFORMANCE

At the operational core of the campaign was the development of digital content tailored to each territory involved. Social assets, video formats, and DEMs were designed following the Mercedes tone of voice and then adapted with local information such as city, addresses, Open Weekend dates, and dealership references. This allowed each sales point to rely on content fully aligned with the brand identity while remaining relevant to its local audience. This level of customization enhanced the campaign’s ability to speak to individual communities while maintaining a consistent level of project recognition.

FROM DIGITAL TO SHOWROOM: A COORDINATED EXPERIENCE

The experience was completed thanks to the collaboration with Arneis, which managed the coordination of Open Weekend activations and events across the different locations. The integration between digital content and physical activities created a seamless journey: from the online teaser to the dealership visit, audiences experienced coherence in aesthetics, messaging, and overall brand experience.

Agency: Arneis (owner of project)
Creative Director (digital campaign): Simone Stucchi

Strategy / Creative direction / AI / Motion graphics / Social content