Audience
Gen-Xers and Baby Boomers who search for information online to help them navigate their daily lives.
Goals
•To build excitement around the new compact GLK-Class vehicle.
•To seamlessly promote the vehicle’s message of "great engineering is great engineering at any size.”
•To leverage Condé Nast’s editorial authority.
•To provide visitors useful editorial information that reflects the interests of the target audience and aligns with Mercedes’ lifestyle pillars: “Living Space,” “Well-Being,” “Personal Style,” “The Finer Things” and “Exploration.”
•To generate ongoing consumer interest.
•To encourage viral interactivity.
•To create a program that could work across 18 CND sites.