The Idea :For less than 50 000€, we associate the brand with an event both rare and prestigious: the appearance of Prince in Paris for the launch of his new album.The strategy:Make Mercedes the official ‘carrier’ for the event in general terms and for the global superstar in particular.Ensure optimal visibility whenever Prince travelled around the capital: to concerts, fashion week shows, TV appearances (Le Grand Journal / Canal + and other programmes), etc.

An outstanding and unexpected buzz with both the public and fans of the star on Facebook, forums and blogs.Dozen of mentions and images of Prince and Mercedes Benz brand in the national, popular and specialist press, and on the most popular radio stations.