MERCEDES-BENZ LOVE IS LOVE

Campaign for equality

THE CHALLENGE

Equality was the challenge

Mercedes-Benz proudly stands for equality in status, rights and opportunities. At a time when everything is changing, equality is more important than ever.

For Valentine’s Day 2017, Mercedes-Benz decided to celebrate a little differently, with a powerful piece of social content that went to the heart of the matter – love.

the solution

Love was the solution

Without big productions or gimmicks, Mercedes-Benz wanted to share an important message about equality through social platforms. We chose to leverage the most romantic day of the year to bring attention to the larger cultural conversation about love and equality. The campaign had to be a strong statement of Mercedes-Benz’ commitment to equality.

It had to be powerful and it had to be authentic. So we cast real people – our friends, our staff and our colleagues to drive the message home that Love is Love..

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THE CHALLENGE

The results

We wanted to leverage the most romantic day of the year to bring attention to the larger cultural conversation about love and equality. This campaign had to be a statement of Mercedes-Benz’ commitment to equality.

Without big productions or gimmicks, Mercedes-Benz wanted to share an important message about equality through social.

It had to be powerful and it had to be authentic. We casted real people – our friends, staff and colleagues.

In numbers

Campaign impressions

We achieved close to 40 MILLION impressions.

Media value

The video earned $2 in million media value in just 2 days

Fan shares

Our message cemented itself in our fans’ conscience, inspiring them to share over 5,320 times.

Video Reach

The video reached over 15 million people.

Because love is an act of courage,
not fear

This short campaign was a triple win for Mercedes-Benz Australia and New Zealand:

  • The campaign caught the attention of the press who publicised Mercedes-Benz’ equality positioning.
  • Our Customer Services received phone calls from our audience praising Mercedes-Benz for taking a stand
  • In contributing to a larger cultural conversation, we amplified our branding efforts and affirmed Mercedes-Benz as a dedicated and genuine supporter of equality.

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