For a legendary brand facing new challenges, we needed to come up with an innovative content strategy geared for future target markets, while respecting the current audience and the Mercedes-Benz legacy.
Beyond the print magazine for owners – a stylish glossy showcasing a luxury lifestyle to match their cars – it was time to get a bit racier.
That’s why we launched mblife.co.za – a digital portal to the world of modern luxury. It’s a site for heard-it-first music, up-and-coming art, adventure and social influencers that’s ahead of the curve – our 'man vs machine' video, Silver Slipstreams, garnered over 325 000 views. We also created a graphic novel whose story weaves in the entire Mercedes-Benz model range – leaving the traditional car brochure in the dust.
And that’s just the engine warm-up …