MERCEDES-BENZ LADIES DAY AT THE FORMULA 1® 2018 ROLEX AUSTRALIAN GRAND PRIX

Recognising extraordinary women

the challenge

Breaking stereotypes

Mercedes-Benz Ladies Day has traditionally been a day of female Grand Prix attendees enjoying a day of food, fashion and cars in an exclusive setting. Mercedes-Benz wanted to reinvent the day and shed new light in an inclusive, exciting way for all female fans of the brand.

The Opportunity

Taking a stand for equality

The campaign needed to reach beyond traditional perceptions of Mercedes-Benz Ladies Day and encourage women of all backgrounds to participate. We saw this event as an opportunity to strengthen the stance of the brand as an ethical driver of equality and social awareness, supported by influential ambassadors including Sylvia Jeffreys, Shane Delia and P.E Nation.

We built a campaign that celebrated women in a selfless, empowering way. Entrants were motivated to nominate the inspiring women in their lives and describe what makes them special. Once submitted, entrants could share their nominations across their social channels with specially designed cards including their personalised descriptions. The winning entrant won an all-inclusive prize for two to Mercedes-Benz Ladies Day.

what we did

Celebrated women

We built a campaign competition that celebrated women in a selfless, empowering way. Entrants were motivated to nominate the inspiring women in their lives and describe what makes them special. Once submitted, entrants could share their nominations across their social channels with specially designed cards including their personalised descriptions. The winning entrant won an all-inclusive prize for two to Mercedes-Benz Ladies Day.

The results were inspiring

1.3 million impressions

Were delivered

387.4K

Total video views

430 hours

Total video viewing time

Female fans

Most engaging campaign ever for our female fans

Mercedes-Benz Ladies Day gave people the opportunity to celebrate themselves and each other in an inspiring, empowering way.

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