Mercedes Social Pitch

363
-1

Published on

Creative advertising decks that I have worked on as an advertising Digital Art Director.

Published in: Design
0 Comments
0 Likes
Statistics
Notes
  • Be the first to comment

  • Be the first to like this

No Downloads
Views
Total Views
363
On Slideshare
0
From Embeds
0
Number of Embeds
0
Actions
Shares
0
Downloads
14
Comments
0
Likes
0
Embeds 0
No embeds

No notes for slide

Mercedes Social Pitch

  1. 1. MERCEDES SOCIAL: A-CLASS FOR PHILIPPINES MARKET 14 MAY 2013
  2. 2. CONTENT CONTENT | MERCEDES | 14 MAY 2013 1. THE BRIEF 2. TARGET AUDIENCE 1. STRATEGIC PLANNING 1. CREATIVE - Unleash the A-Life 5. SOCIAL MEDIA PLATFORMS - Blogger Engagement - Forum Seeding - Expected Deliveries & Costs 6. COSTS
  3. 3. THE BRIEF
  4. 4. THE BRIEF • Mercedes wants relevance with a younger audience (25 year olds). A marquee brand, Mercedes has lost territory to the Audi’s and BMW’s. Mercedes is considered old money. Audi and BMW are considered new money. But with the NGCC’s, especially the A-Class, Mercedes is compelling the younger market to take a second look both for youthful spirit and price. • On social, Mercedes want to increase their FB fan base, increase conversation, positive sentiment and conversion to test drives and get serious consideration for their range of cars. • Mercedes is also looking to deploy digital app on the different social web elements. Getting local influencers to test drive the A-Class leverages on PR. This allows for further engagement for target audience who have liked the FB pages. THE BRIEF | MERCEDES | 14 MAY 2013
  5. 5. TARGET AUDIENCE
  6. 6. TARGET AUDIENCE We are talking to 25 year olds, skewed towards males. These are scions of big fathers with pots of money. Or young self made affluent professionals. They are born with a silver spoon and love their toys. They are used to special treatment from a very young age, and might even be a bit arrogant as a result of their privileges. Based on a survey that Mercedes conducted, they have an affinity to the A class for its stunning looks and coupe (racy) style. TARGET AUDIENCE | MERCEDES | 14 MAY 2013
  7. 7. STRATEGIC PLANNING
  8. 8. STRATEGIC PLANNING | MERCEDES | 14 MAY 2013 Brand MERCEDES BENZ Social Brand Essence Contemporary Classics - The best or nothing STRATEGIC PLANNING NGCC’s price & styling captures the spirit of youth Brand Experience
  9. 9. Brand INSIGHT • Affluent Asians love to own status ‘face’ symbols • But the new generation wants a bit of ‘anti- establishment, earned vs given’ cool to their symbols/toys. A sentiment linked to the un- corporate, laidback, startup culture – cool and rich. They want to rise above their peers. TARGET AUDIENCE Cashed up 25-30 year olds STRATEGIC PLANNING STRATEGIC PLANNING | MERCEDES | 14 MAY 2013
  10. 10. Brand DIFFERENCE • Competition is positioned on engineering (Vorschprung Durch Technik & The Ultimate Driving Machine) • Mercedes Benz should be the Contemporary Classic, embodying the youthful spirit of its audience. COMPETITION Audi, BMW, Porsche STRATEGIC PLANNING STRATEGIC PLANNING | MERCEDES | 14 MAY 2013
  11. 11. Brand IDEA Grand Theft Auto and Grand Theft Adventure: Beat Them At Their Own Game Brand MERCEDES BENZ Brand Essence CONTEMPORARY CLASSIC Bra nd INSIGHT • But the new generation wants a bit of ‘anti- establishment, earned vs given’ cool to their symbols/toys. A sentiment linked to the un-corporate, laidback, startup culture – cool & rich. They want to rise above their peers. TARGET AUDIENCE • Cashed up 25-30 year olds THEMES To rev up NGCC’s cool youthful spirit DIFFERENCE • Competition is positioned on engineering (Vorschprung Durch Technik & The Driving Machine) • Mercedes Benz should be the Contemporary Classic, embodying the youthful spirit of its audience COMPETITION • Audi • BMW • Porsche STRATEGIC PLANNING STRATEGIC PLANNING | MERCEDES | 14 MAY 2013
  12. 12. Communication Strategy WHAT • Show how Merc’s NGCCs embody the youthful spirit, underlining attractive styling and price points HOW PUSH PULL CLASSES PLAN A • Covers all classes monthly • 3 – 7 days per class monthly PLAN B • One class per month • Corp posts spread evenly IDEAS Quarterly Launch CONTENT STRATEGIC STRATEGY STRATEGIC PLANNING | MERCEDES | 14 MAY 2013
  13. 13. CREATIVE
  14. 14. UNLEASH THE A-LIFE IDEA CREATIVE | MERCEDES | 14 MAY 2013
  15. 15. RATIONALE We will hire influencers to drive around in our A class to malls, yacht clubs and other lifestyle destinations. We will announce the locations through FB, Radio and other channels. Then we will invite the our audience to turn out in large numbers and participate. We are showing how normal people can get a taste of the celebrity lifestyle by getting themselves in situations where: 1. Be Awesome: Get on the pre-designed front cover of People, Vogue or GQ. Just upload your pic with our Celebrity. And share your covershot on FB. 2. Be Adored: Get on the red carpet of an Event. Just type in your name. And the App will make the crowd chant your name. Share it on FB. 3. Be A Listed: Search for the secret party location by #findtheAparty. Get your friends to help in your quest by liking your search to zoom in closer to the party location on Google maps until you land on the A-list. CREATIVE | MERCEDES | 14 MAY 2013
  16. 16. AWARENESS
  17. 17. FACEBOOK LANDING PAGE CREATIVE | MERCEDES | 14 MAY 2013
  18. 18. THREE SITUATIONS CREATIVE | MERCEDES | 14 MAY 2013
  19. 19. SITUATION 01: BE ADORED (ARRIVE IN STYLE) CREATIVE | MERCEDES | 14 MAY 2013
  20. 20. SITUATION 02: BE AWESOME (MAGAZINE TEMPLATE) CREATIVE | MERCEDES | 14 MAY 2013
  21. 21. SITUATION 02: MAGAZINE TEMPLATE CREATIVE | MERCEDES | 14 MAY 2013
  22. 22. SITUATION 03: BE A-LISTED (SECRET LOCATION) CREATIVE | MERCEDES | 14 MAY 2013
  23. 23. LIKES AND RETWEETS GET YOU CLOSER CREATIVE | MERCEDES | 14 MAY 2013
  24. 24. ZOOMING IN OF SECRET LOCATION CREATIVE | MERCEDES | 14 MAY 2013
  25. 25. SECRET LOCATION IS REVEALED. TIME TO PARTY. CREATIVE | MERCEDES | 14 MAY 2013
  26. 26. ENGAGEMENT
  27. 27. UNLEASH THE ART - MOBILE APP CREATIVE | MERCEDES | 14 MAY 2013 Your phone becomes a spray can. You can create street art – styles are stencil, paste up, urban jungle - on a digital canvas. And share with your friends on FB. After the event your art is mailed to you as a digital portrait. And everyone’s work goes up on the World’s Biggest Digital Mural. A for effort.
  28. 28. STENCIL CREATIVE | MERCEDES | 14 MAY 2013
  29. 29. URBAN JUNGLE CREATIVE | MERCEDES | 14 MAY 2013
  30. 30. PASTE UPS CREATIVE | MERCEDES | 14 MAY 2013
  31. 31. EVENT CREATIVE | MERCEDES | 14 MAY 2013
  32. 32. LOYALTY
  33. 33. WORLD LARGEST DIGITAL MURAL CREATIVE | MERCEDES | 14 MAY 2013
  34. 34. GET YOUR OWN DIGITAL PORTRAIT PAINTING CREATIVE | MERCEDES | 14 MAY 2013
  35. 35. SOCIAL USER JOURNEY
  36. 36. SOCIAL USER JOURNEY SOCIAL PLATFORMS | MERCEDES | 10 APRIL 2013 BLOGS & FORUMS Influential bloggers to talk about ‘Unleash Your Street’ Party Details of the event will be further seeded in top forums Readers will be directed to like the FB page ‘UNLEASH THE A-LIFE’ FACEBOOK APP Users like the FB page They use the ‘Unleash the A-Life’ app SOCIAL SHARE Users share the app in their social networking sites to reveal more of the event venue. ‘UNLEASH YOUR STREET’ PARTY (Main Event) INFLUENCERS A male and female celebrity influencer will get to test drive the new Mercedes A- class prior the event UNLEASH THE ART MOBILE APP Event attendees will take part on the digital art wall by painting their own art using the mobile app TESTIMONIAL Celebrity influencers will impart their test drive experience USER ENGAGEMENT Event attendees will have the chance to attend the party by catching the celebrity influencers driving the Mercedes A-class car and taking their photos. SOCIAL SHARE They can download their own digital portrait painting and share their social network pages. BLOGS & FORUMS Bloggers will share their experience using the mobile app and their digital portraits. Story on the success of the mobile app will be seeded on the top forums ‘UNLEASH THE A-LIFE’ FACEBOOK APP Apart from being able to attend the party after uploading their photos on the Facebook app, they can also share the photo on their walls for their friends to see. PRESS RELEASES Celebrity influencers’ test drives and testimonials will be featured on the top 2 TV Networks & the top 3 broadsheets (to be negotiated)
  37. 37. •Press releases • Digital portrait social sharing • ‘Unleash the A-Life’ Facebook app Celebrity photo upload • Blogger engagement & forum Seeding •Influencers Test Drives and Testimonials • ‘Unleash the Art’ mobile app PLAN OVERVIEW SOCIAL PLATFORMS | MERCEDES | 10 APRIL 2013 •Blogger Engagement • Forum Seeding • Mercedes PH Facebook Page • ‘Unleash the A-Life’ Facebook app with social sharing PRE-EVENT MAIN EVENT POST-EVENT
  38. 38. PRE-EVENT
  39. 39. BLOGGER ENGAGEMENT SOCIAL PLATFORMS | MERCEDES | 10 APRIL 2013 Top lifestyle, auto and technology bloggers will get exclusive invites to the Mercedes A-Class “Unleash Your Street” Party. To entice the readers to follow their posts, they will write about: • How using the Unleash the A-Life Facebook app help reveal the secret event venue • What and who to expect on the event PRE-EVENT
  40. 40. FORUM SEEDING SOCIAL PLATFORMS | MERCEDES | 10 APRIL 2013 Start conversation and engage on top forums about the event & the Facebook app. Encourage the members of the forums to use the app to take part on the revelation of the event venue Advise them to regularly visit the Facebook page to keep themselves updated on the details of the event PRE-EVENT *Interaction will be checked on a daily basis. List of forums: Autoindustriya, Tsikot, Pinoy Exchange
  41. 41. MAIN EVENT
  42. 42. CELEBRITY INFLUENCERS SOCIAL PLATFORMS | MERCEDES | 10 APRIL 2013 Celebrity influencers will test drive the new Mercedes A-class car before the main event. People should catch them driving the car and take their photos to be uploaded on the FB app for exclusive invite to the event. During the event, the celebrity influencers will talk about their experiences. They will definitely drive traffic to the event and will create buzz after. ON-SITE Sam Pinto Solenn Heussaff Matteo Guidicelli Derek Ramsay
  43. 43. MOBILE APPLICATION SOCIAL PLATFORMS | MERCEDES | 10 APRIL 2013 The bloggers will take part in the event by attending and experiencing how Mercedes A-Class takes over the city for one night. They will experience using the ‘Unleash the Art’ mobile app and get their very own digital portrait. ON SITE
  44. 44. POST EVENT
  45. 45. PRESS RELEASES FORUM SEEDING | MERCEDES | 10 APRIL 2013 Press people from the leading TV networks and broadsheets will be given exclusive invites to the event. Short feature on the event will be shown on news and lifestyle programs and on the top 3 broadsheets. POST-EVENT *Post-event features can be negotiated free of charge; Client to provide press kit and gift packs to all press people
  46. 46. DIGITAL PORTRAIT SOCIAL SHARING FORUM SEEDING | MERCEDES | 10 APRIL 2013 Attendees of the event who used the ‘Unleash Your Art’ mobile app can share their own digital portraits to their social networking pages such as Facebook and Twitter. POST-EVENT
  47. 47. UNLEASH THE A-LIFE FACEBOOK APP FORUM SEEDING | MERCEDES | 10 APRIL 2013 The attendees can upload their photos with the celebrity influencers on the ‘Unleash the A- Life’ Facebook app and share it on their newsfeed for their friends to see, like and comment on. POST-EVENT
  48. 48. BLOGGER ENGAGEMENT & FORUM SEEDING SOCIAL PLATFORMS | MERCEDES | 10 APRIL 2013 The bloggers will then write about the success of the A-Class Party and content will be seeded on the forums:  what happened and who were there  their thoughts about the new Mercedes model  their experience in using the ‘Unleash the Art’ mobile app They will ask the readers to visit Mercedes FB Page for more information. POST-EVENT
  49. 49. ROLLOUT PLAN, EXPECTED DELIVERIES & COST
  50. 50. ROLLOUT PLAN MEDIA COST | MERCEDES | 10 APRIL 2013 SOCIAL PLATFORMS BLOGGER ENGAGEMENT FORUM SEEDING PRE-EVENT ACTUAL EVENT POST-EVENT WEEK 1 WEEK 2 WEEK 3 WEEK 4 CELEBRITY TEST DRIVES ‘UNLEASH THE ART’ APP PRESS RELEASES Photo upload Social sharing
  51. 51. EXPECTED DELIVERIES MARKETS Initial number of Buzz 50% increase in Buzz % Increase in buzz Current # of FB Likes FB Population* # of Likes** % Increase in FB Likes Conversion Rate # of Attendees Philippines 5 25 394% 6,507 128,340 25,668 394% 10% 2,567 MEDIA COST | MERCEDES | 10 APRIL 2013 *Against Males, 25 y/o, interested in auto/entertainment/luxury goods ** 20% of Facebook Population
  52. 52. COSTS Executions Description Costs (SGD) Blogger Engagement 9 Bloggers: - mattscradle.com - pinoytechblog.com - iamjammed.com - unbox.ph - tjsdaily.com - ilonggotechblog.com - motorcyclephilippines.com - jeromeancheta.com - pinoyautoblog.com 16,000.00 Forum Seeding 3 Forums: - Auto Industriya - Tsikot - Pinoy Exchange 1,500.00 Influencers -Sam Pinto -Solenn Heussaff -Derek Ramsay - Matteo Guidicelli Inclusive of appearance on the ‘Unleash the Street’ Party with test drive and testimonial Feature on post-event press releases 15,000.00 7,500.00 15,000.00 7,500.00 TOTAL 62,500.00 MEDIA COST | MERCEDES | 10 APRIL 2013
  53. 53. COSTS
  54. 54. COSTS – LIVE THE A-LIFE COSTS | MERCEDES | 14 MAY 2013 Description Cost Project Management • Project Management – 3,600 SGD3,600 Unleash the A-Life Facebook App • Facebook App Design – 6,800 • Facebook App Development – 28,100 SGD34,900 Unleash The Art Life Mobile App • Mobile App Design – 4,800 • Mobile App App Development – 31,200 • Kinect Development – 19,000 SGD55,000 Media Plan • Blogger Engagement – 65,000 • Forum Seeding – 10,500 SGD75,500
  55. 55. THANK YOU 55
  1. A particular slide catching your eye?

    Clipping is a handy way to collect important slides you want to go back to later.

×