Young Turks see Mercedes-Benz as an old man’s car. To change perceptions for the A-Class launch, we created the 'Get Your Own Star' online competition. Over four weeks a specifically recruited group of contestants competed against each other by answering questions against the clock. The questions, general lifestyle and Mercedes-Benz specific, were chosen to build positive brand associations and knowledge. 1st prize was an A-Class.

7,336 people completed the contest with 72% of subscribers matching our target A1 profile. Mercedes-Benz’s consideration is now higher than BMW's for the first time. Sales exceeded expectations in both 2004 and 2005 to date. The format is being developed internationally for 2005.