Mercedes-Benz CLA
A campaign that makes you forget you’re watching advertising.
Omg, that’s so me
The all-new electric CLA
The problem:
Mercedes-Benz was quickly losing ground in the entry-level segment.
Local competitors were overloading their base models with fancy features, trying to make a splash on social. The launch of the upcoming CLA was a make-or-break moment for the brand in China.
The Idea:
Instead of purely selling the features, we focused on the lives of our audience.
Supported by catchy music that helped to tell the story, the intention was to create a series of ultra-relatable or ultra-shareable films. Because there are dozens of brands that share the same features.
But none of them shares the same brand power as Mercedes-Benz
ELEVEN FEATUE STORIES
Social-first. Relatable. Snackable.
Airbags
•
866 km range
•
Multimodal Voice Control
•
Doubao AI Assistant
•
Traffic Turn Assist
•
Contextual Audio
•
UV Protection Sunroof
•
Starlight LED Grill
•
Reverse Assist
•
Parallel Park Assist
•
Superscreen Entertainment
•
Airbags • 866 km range • Multimodal Voice Control • Doubao AI Assistant • Traffic Turn Assist • Contextual Audio • UV Protection Sunroof • Starlight LED Grill • Reverse Assist • Parallel Park Assist • Superscreen Entertainment •
SOCIAL FIRST
The all-electric CLA L China Launch Event
Drop It. Hype It. Launch It.
![听说，今天全上海的潮人都红了🤫 [9 - 9].jpg](https://images.squarespace-cdn.com/content/v1/699563241e1a8f1a63e52701/3cdf624a-7d5b-439e-b736-47da7c5bf78f/%E5%90%AC%E8%AF%B4%EF%BC%8C%E4%BB%8A%E5%A4%A9%E5%85%A8%E4%B8%8A%E6%B5%B7%E7%9A%84%E6%BD%AE%E4%BA%BA%E9%83%BD%E7%BA%A2%E4%BA%86%F0%9F%A4%AB+%5B9+-+9%5D.jpg)
![听说，今天全上海的潮人都红了🤫 [2 - 9].jpg](https://images.squarespace-cdn.com/content/v1/699563241e1a8f1a63e52701/31b85e18-8599-4b95-8199-16608c12bc51/%E5%90%AC%E8%AF%B4%EF%BC%8C%E4%BB%8A%E5%A4%A9%E5%85%A8%E4%B8%8A%E6%B5%B7%E7%9A%84%E6%BD%AE%E4%BA%BA%E9%83%BD%E7%BA%A2%E4%BA%86%F0%9F%A4%AB+%5B2+-+9%5D.jpg)