Mercedes-Benz is the proud title sponsorship of the world’s premier series of fashion events, Fashion Week USA.
With five runway venues showcasing the world’s biggest designers — NYC: Spring and Autumn; Los Angeles: Spring and Autumn; and Miami: Summer — MBUSA looked to its interactive agency of record, Critical Mass, to build an online presence that would achieve multiple brand goals/objectives:
-Build awareness that the world leader in automotive design supports fashion in the United States
-Firmly associate Mercedes-Benz with high design and engineering leadership
-Sustain the target’s attention all 52 weeks of the year (not just five)
-Raise consideration of Mercedes-Benz among women
-Change brand perception of Mercedes-Benz into one that’s decidedly fashion-forward, modern, and sexy
-Compel fashion-conscious women and men to sign up for emails from Mercedes-Benz
-Gain insight into “in-market” behavior with optional surveys
For the first time, Mercedes-Benz vehicles shared the spotlight with fashion models for an overtly sexy “look-book” motif that more resembled an issue of Cosmo than anything else. The goal was to target everyone and anyone that came into contact with Fashion Week and get those consumers thinking about Mercedes Benz and the products it has to offer.
