Driving Digital Media for Business

1. Mercedes Benz
Driving Digital Media for Business
Digital Digest #1
By Muskan
157169202
This Photo by Unknown Author is licensed under CC BY-NC-ND

2. Mercedes Benz Slogan
“The best or nothing”
• The Mercedes-Benz promises to
offer the best or nothing. With
every aspect of its cars,
Mercedes-Benz strives to be the
best, which includes innovation,
performance, design, safety, and
environmental efficiency.

3. ‘This is for you, world,’ the
marketing Campaign for EQS

4. Concepts and Objectives
• Mercedes-EQ's EQS is the first model in its
family to feature the modular architecture
designed specifically for electric vehicles of the
luxury and executive class. As part of Ambition
2039 - Mercedes-Benz's path to future mobility
that is CO2-neutral - this is a major milestone.
• EQS' seamless integration of technology, design,
functionality and connectivity is portrayed in a
surreal look that challenges reality.
• Using a combination of abstract art and fashion,
the campaign breaks with conventions.

5. What does
Campaign
actually claims
?

6. • "This is for you, world," is
designed in a modular design to
directly address the respective
target group based on context,
medium, or topic: "This is for you,
electric pioneers", "This is for you,
techies" or "This is for you, design
icons".
• This campaign targets progressive-
minded people who are always
open to new experiences, are
technology savvy and are pioneers
of a sustainable lifestyle.

7. #2 ‘No limits’,
“Girls can be
racers too”
• Mercedes-Benz's "No Limits"
campaign revolves around a two-
minute video advertisement that
questions girls' self-perceptions while
promoting the fact that the brand has
long been associated with pioneering
women. At a table full of toys, young
girls choose the doll and the tea pot
over a tiny skateboard and a Matchbox
Mercedes. According to them, they
picked those toys because they're
"girls' toys" and didn't pick others
because they're "for boys."

8. My thoughts
• The brand challenges the gender stereotypes
through their digital campaign and stands out of
other auto marketers.
• The campaign is imaginary, clear and product
focused as brand focuses on best, innovative
features and high advancements to Mercedes Benz
executive vehicles.
• Most industries and consumer products have been
shaped by gender stereotypes to a greater extent
than others. This is something Mercedes-Benz aims
to change.

9. Reference List
• Buss, D. (n.d.). Mercedes-benz launches campaign to show that girls
can be racers, too. Forbes. Retrieved June 13, 2022, from
https://www.forbes.com/sites/dalebuss/2019/05/22/mercedes-benz-
launches-campaign-to-show-that-girls-can-like-and-be-racers-too/
• ‘This is for you, world’—The marketing campaign for the EQS. (n.d.).
MarsMediaSite. Retrieved June 13, 2022, from https://group-
media.mercedes-benz.com/marsMediaSite/en/instance/ko/This-is-
for-you-world---the-marketing-campaign-for-the-
EQS.xhtml?oid=49721954