Traditionally Mercedes-Benz communications were product focused. Here executions were tailored to surprise/delight younger audiences. The TVC’s hero isn’t a car. We are captivated by a boy’s efforts to manoeuvre his pedal-car against a Mercedes-Benz Star. From the dramatic “crop-circle”, through to navigation of website pages, the logo is the campaign’s Guiding Star, leading into stylish online “rooms” and competition pages and even helping us “wish upon a real star”. All very untraditional for Mercedes-Benz.

24-hour news and national interest took PR value above US$250,000. 80,000 people visited the website, 2,500 entered the competition. Metrics for “recommend Mercedes-Benz” rose 24% and achieved 20% lead in brand awareness. Luxury car sales dropped 8%, but Mercedes-Benz increased 6%. “Dad’s car” had certainly become more appealing!