Creating a focussed community to brand acute awareness through purpose.
The Gargash Mercedes team came to us to help them create and launch a campaign to showcase She’s Mercedes to Middle Eastern women. We worked with fashion influencer and presenter Rosemin, to create a series of content that used video to showcase some self-made female entrepreneurs of the region.
By selecting a cross section of Arab nationalities and creative entrepreneurial disciplines, we were able to speak directly to their target audience through female ambassadorship rather than information on the cars.
We utilized creatives, one of whom was commissioned to paint at G-wagon for the campaign, to show Mercedes as a creative and forward thinking brand. We designed video vignettes that were used on social to speak directly to a female audience in the UAE primarily. At the end of the campaign we hosted an event at Leila Heller Gallery in Al Serkal Avenue, Dubai, to showcase the businesses of the collaborators and the painted G-wagon – over 400 guests attended and we celebrated the campaign and our collaborators.
This campaign was directly associated with an increase in purchases from females during the campaign period. There was also a marked increase in G-wagons by female buyers in Dubai.