• Challenge: An iconic brand creating iconic design for over a century, Mercedes Benz has made its unforgettable impression on UAE culture for decades. On the global scene, 2012 was a year of several new car facelifts & launches. On the local scene, standards had to be raised in order to maintain the pole position in the market.
• Solution: A marketing strategy was constructed around maintaining market leadership, consisting of launch events, product placements, retail environment branding, PR, online/social, ongoing ATL & BTL activities with digital/social and PR activations, and CSR activities.
• Approach: Activities focused mainly on M Class, C class, and SLK models + the revamp for the Gargash.ae website & showrooms.
• Result: M Class placement at the 20th Dubai International Boat Show, with Gargash Mercedes Benz as the Official Car Sponsor for the 3rd consecutive year. In addition, Gargash Enterprises hosted the Mercedes-Benz Fashion Night at the Gargash Enterprises Sheik Zayed Road Showroom (Dubai) in association with fashion designer Sohad Acouri, showcasing the latest bridal label from Acouri Couture and revealing a one-off Mercedes-Benz CLS Concept by Sohad Acouri. Furthermore, Gargash.ae Website was revamped in Wordpress together with social media integration and a Gargash.ae blog with posts on trends for car lovers.
advertising - press ads
advertising - OOH teaser campaign & reveal
events, activations, launches, and contests
e-mailers
social media - Facebook iframes, ads, and posts
Gargash.ae website - revamp
internal communications - Gargash Enterprises internal newsletter
vehicle branding - biodiesel fuel ecological drive
environment branding - showrooms and retail store
