When Mercedes-Benz launched the EQC - their first fully electric vehicle - many competitors had already released their electric cars. Nevertheless, the EQC was to be positioned as innovative, had to stand out from the competition and convince a demanding target-group: the frontrunners of culture. We needed a pioneering spirit, matching the zeitgeist that the brand has always stood for, to bring the brands DNA to life

As a solution to our brief and objective, Mercedes collaborated with global superstar The Weeknd. Together with him, a campaign was developed, which not only marks a historical turning point for the brand, but also a double world premiere: the release of his new single „Blinding Lights“, together with the launch of the first all-electric Mercedes-Benz.

The strategy was to form an alliance between two icons, who both were about to release their latest creation. The double world premiere was aimed to help ensure the success of both releases: the first all-electric Mercedes and The Weeknd’s first new album in 3 years.

The film was released globally. We reached the frontrunners of culture with the help of:

- an extensive social media teaser-campaign

- the use of The Weeknd’s social media channels

- non-traditional car-advertising platforms and news sites, such as HYPEBEAST, Highsnobiety, etc…

As a team, The Weeknd and Mercedes-Benz achieved an enormous reach, fascinated their target groups and created a worldwide PR buzz.

Results:

50M YouTube Views

48M Social Media Reach

300 News articles.

500K Interactions

65% Average Watch-Time

No.1 Spotify Best Pop Song 2020

No.1 Billboard Charts