MERCEDES-BENZ DIGITAL

Creative Director | Digital Annexe | Brand Strategy, Digital, Pitch

CHALLENGE

Mercedes-Benz needed a digital agency that understood what luxury actually means in a digital context. Not just a visually premium website. A connected digital presence that could serve the brand's different audiences: aspirational buyers researching their first purchase, and existing owners expecting a level of digital service that matched the car. The brief covered marketing performance, brand building, and future-proofing the digital estate.

INSIGHT

Luxury is not expensive. It is considered. Every decision made on behalf of a luxury brand signals either that it understands its customer's world, or it does not. In digital, that means functionality and elegance working together, not in competition. A luxury car brand's digital presence should not feel like a transaction. It should feel like the purchase has already begun.

SOLUTION

Working as Creative Director on the pitch, we built a three-pillar strategy across improving marketing performance, brand building, and future-proofing the digital estate. The work covered a full luxury website redesign, an Activity Pipeline Tool for campaign planning, an Instagram-based Smart car customisation experience, and a Silver Arrows virtual reality activation. The Connected Car ecosystem mapped Mercedes-Benz's digital touchpoints into a coherent journey, from first awareness through to post-purchase ownership.

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