Final Major Project Week 1

This week marks the beginning of my Final Major Project, this project is designed to last 7 weeks and has to be completely our choice. I chose to create an advertising campaign for Mercedes-Benz because I am a huge fan of the brand and I know that their average driver age is 53, with this in mind, I intend to create a campaign aimed directly at a younger customer base. However, there are a lot of foreseeable problems that I may encounter, such as issues with the rendering and creation of the idea's as well as the research. I can solve the issues regarding the rendering and creation by stepping out of my comfort zone and trying to be a bit more playful with my ideas.

When it comes to solving the research issue, there are many ways I can persevere. I will look into who runs the advertising for Mercedes-Benz in the United Kingdom and get information from them (AMV BBDO). I must, in addition, research similar brands advertising strategies and spot a gap in the market. Overall, I need to create a new, fresh and different advertising campaign for Mercedes-Benz targeting areas where young professionals live, work and socialise with new age techniques such as interactive advertisements and targeting social media not yet exploited by advertising companies (Instagram, snap chat etc.).

After analysing these issues, it does bring me back to a bigger issue. Since I am dealing with a popular, well-known brand i need to be very careful to make sure that I do not tarnish and damage the reputation and status of Mercedes-Benz by changing the brand image too much. After careful deliberation and brainstorming I have nearly found a solution to the issue.

The below advert for Toyota is a very good example for an advertisement aimed at young adults because it is a colourful and vibrant image that insinuates that driving the all new corolla is like a street party and that it is cheap and affordable which is exactly what Toyota's are known for, being cheap.

 (Integrated Marketing Campaign Elevates 2014 Toyota Corolla to New Heights | Toyota. 2014. Integrated Marketing Campaign Elevates 2014 Toyota Corolla to New Heights | Toyota. [ONLINE] Available at:
http://toyotanews.pressroom.toyota.com/releases/2014+toyota+corolla+integrated+marketing+campaign.htm. [Accessed 12 March 2014].)

The below advertisement for Mercedes-Benz new CLA contains the same theme's as the Toyota advertisement above, however it is done with a more sophisticated and up market style. The colours still seem to represent a vibrant and fun car (like the Corolla) but it does not seem cheap. In addition, the use of the (#unleash) is designed to attract the young adult through twitter, but it can be used in instagram and snap chat.


(Luxury Driven: Q&A with Mercedes-Benz Canada’s Jay Owen ». 2014. Luxury Driven: Q&A with Mercedes-Benz Canada’s Jay Owen ». [ONLINE] Available at: http://sparksheet.com/luxury-driven-qa-with-mercedes-benz-canadas-jay-owen/. [Accessed 12 March 2014].)