The #dogsofmb test drive
About the campaign:
In Canada, Mercedes-Benz is known for quality, precision German engineering and being the very best. Good qualities in a car, but all very left brain, generating little emotional connection to the brand.
So, to increase brand love for Mercedes-Benz we showed our love for every driver’s furry best friend.
Research showed that 41% of Canadians own at least one dog, driving the sale of premium pet products to $9.2 billion in 2019. Clearly people wanted the best for their pets. So, to reassure prospective MB buyers that their four-legged friend would approve of their new car, we created the world’s first test drive for dogs.
Over 30 dogs and their owners we’re invited to go for a test drive in exchange for a free high-end portrait of their pup. Among the invitees were some of the most popular “doggy influencers” on social media, with a combined following of over 500k fans on Instagram, alone.
Content generated from the event included a long from video, individual videos for each doggy influencer’s test drive, and over 30 professional portraits. All of which were shared across social channels by our invitees and influencers.
It proved to be the most successful digital campaign in the history of Mercedes-Benz Canada and the most liked and shared videos our doggy influencers ever posted.
videos
INFLUENCER posts
