The updated A-Class is supposed to boost sales over again, further rejuvenate the brand image and continue the opening of Mercedes-Benz for a younger target audience in the long-term.

At the same time both main competitors try to woo “generation next”– the Audi A3 with attractive packages, the BMW 1 series also with a facelift. And the segment as a whole shrinks: -3.6%.

As with most facelifts the updated A-Class comes at first sight with rather cosmetic changes,

which won’t allow big stories. Design and concept still are attractive and

up-to-date, the configuration is even better compared to the version from 2012. But is this offer interesting enough to convince the critical and spoiled target group, drive them to our website or even into our showrooms and motivate them for a test drive?

The objective was to create a campaign that leads to approximately 400 test drives all over Switzerland.

Video-Ads let the users catch a glimpse of what they could experience in a Mystery Test Drive were aired. Placed on streaming platforms and banners on the leading online news portals in the context of sports, lifestyle and design topics led to the microsite. A native advertising-cooperation with watson.ch created additional traffic and interaction.

Once the prospectives arrived on the microsite, they were invited to participate in the exclusive test drive competition. Among all participants 30 exclusive «Mystery Test Drivers» were drawn – those were the main winners. The contact data and individual interests of all other participants were forwarded to the most proximate located dealership, that invited them to a "normal" test drive. At the end of the drive all participants that didn’t win one of the 30 «Mystery Test Drive» , got an individual goodie as a special surprise.