Premium automotive brand Mercedes-Benz used its precious status as one of just three US sponsors of The Masters tournament to launch its new American marketing campaign
The new ‘What Makes Us’ campaign in the USA focuses on the priorities that got the brand to its marketing leading premium automotive position: unmatched comfort, top-tier driving performance, tech leadership, and understanding the future.
The fresh initiative is spearheaded by a suite of stylised, cinematic commercials showcasing the diversity of the brand’s vehicle line-up and carrying messaging about the brand attributes that place it at the pinnacle of the North American premium auto market.
Voiced by Jon Hamm, six 30-second TV spots lead the way.
With taglines including ‘Stubborn Is Invincible’, ‘Difficult Is Worth It’, ‘Curious Is Incurable’, ‘’Fearless is Fuel’, ‘First is Forever’ and ‘Can’t is a Challenge’, each features a divergent Mercedes-Benz models ranging from the AMG Project ONE Hypercar to off-roading SUVs to sleek sedans and each commercial telling the story of a primary brand virtue.
as well as airing during the official CBS Masters telecast, the spots were also promoted across the car company’s own digital and social platforms linked to tournament relevant hashtags.
The view ahead is wide open. #MBUSA #Mercedes #commercial #theMasters pic.twitter.com/81Kh9s0MIC
— Mercedes-Benz USAㅤ (@MBUSA) April 4, 2018
Plus, the brand’s activation also spanned further social assets (including endorser fronted content and ambassador on-course clothing logo presence through players such as Rickey Fowler and John Rahm),
We've arrived, in style. @JonRahmpga #theMasters #augustanational #MBambassador pic.twitter.com/MBldbEzzfD
— Mercedes-Benz USAㅤ (@MBUSA) April 5, 2018
Eyes on the prize. Standing out from the field. @RickieFowler is ready for #theMasters at #augustanational. #MBambassador pic.twitter.com/Ib7vEpNKuD
— Mercedes-Benz USAㅤ (@MBUSA) April 4, 2018
and official courtesy car and tournament fleet programme, plus a set of on-site car displays.
It's almost time.. @RickieFowler #theMasters #augustanational #MBambassador pic.twitter.com/IfjJ0zKlyu
— Mercedes-Benz USAㅤ (@MBUSA) April 5, 2018
Your ride to #theMasters is here. #AMG #GTR #augustanational pic.twitter.com/Tw8yIbB0nu
— Mercedes-Benz USAㅤ (@MBUSA) April 5, 2018
Tradition can be found everywhere you look. #AMG #GTC #theMasters #augustanational pic.twitter.com/IC1w12XM3n
— Mercedes-Benz USAㅤ (@MBUSA) April 6, 2018
Being the best isn't a goal, it's a tradition. #E53 #theMasters #augustanational pic.twitter.com/QPkp4Q0PUR
— Mercedes-Benz USAㅤ (@MBUSA) April 6, 2018
And, of course, an exclusive hospitality experience programme, called the Mercedes-Benz Experience at The Masters, that spanned entertainment, food, drink and player ambassador appearances and meet-and-greets all based at and around the Mercedes-Benz Clubhouse on River Island neighbouring Augusta National (an exclusive Mercedes-Benz hub for its small selection of handpicked guests).
#theMasters fun continues off the grass. @charleskelleyla #augustanational #MBambassador pic.twitter.com/OHicTcrcH1
— Mercedes-Benz USAㅤ (@MBUSA) April 6, 2018
“We take advantage of the opportunities that arise from change,” said Daimler CEO Dieter Zetsche.
“That’s why we occupy the top spot today” in both global and American luxury sales.
“While most of the world knows what goes into producing unrivalled Mercedes-Benz products, not many people have a real understanding of what drives the company to continue to challenge the status quo and never rest on its laurels,” stated Drew Slaven, vice president of marketing for Mercedes-Benz USA, in a press release.
Comment:
Despite boasting an impressive line-up of golf athlete ambassadors (who have fronted so much previous Mercedes-Benz Masters activation - see case study), none of the new TV commercials debuting during The Masters, are themed around or creatively anchored in the world of golf.
However, as viewers of The Masters (and of golf) are typically older, wealthier men, the demographic is among the most target-rich group for Mercedes-Benz in USA and this launching during the tournament seems a sensible strategy.
The Masters has just three US sponsors – AT&T, IBM and Mercedes-Benz – plus two overseas sponsors (Delta and Rolex) and its official broadcaster CBS can only air commercials from the three domestic partners during its tournament telecast.
Indeed, ads are not just limited by brand, but also by time and the Augusta National permits only four minutes of commercial time per hour (that’s about 25% of the average sports broadcast spot load).
According to iSpot.tv data, Mercedes aired 13 spots during Sunday’s final round, while AT&T and IBM ran 11 ads each.
Links:
Mercedes-Benz
https://www.youtube.com/user/mbusa
https://www.instagram.com/mbusa/
https://www.facebook.com/mercedesbenzusa
The Masters
https://twitter.com/TheMasters
https://www.facebook.com/TheMasters/
https://www.youtube.com/user/masters
https://www.instagram.com/themasters
