Project: Lil' Benz Dealership
Mercedes-Benz has been trying to reach a younger audience. This Christmas, we went very young—talking to people who don’t even have a license yet (and their parents, of course). Lil’ Benz was a pop-up dealership for kids. We tailored everything for the little ones—from lil’ salespeople, to lil’ owner’s manual coloring books, to lil’ driver’s licenses issued on the spot. And to advertise, we made traditional Mercedes ads narrated by our official voice, Jon Hamm, but featuring toy cars. The results were anything but small. 159,000 new followers in December alone. Our biggest month ever.