Retail Pop-Up
Client
Mercedes-Benz
Industry
Category
Location
Automotive
Campaign, Experiential
ATL, MIA, PA, CHI
Background
The luxury automotive category tends to conjure up images of stuffy salesmen and an air of exclusivity. But with the ever-increasing demand for change in the car-buying process, Mercedes-Benz wanted to pivot from a traditional luxury automaker to an accessible lifestyle brand that appealed to brand-conscious millennials and Gen X.
The program popped up in four markets—Miami, Chicago, King of Prussia, PA, and Atlanta—with each store demonstrating the brand’s core attributes of performance, lifestyle, accessibility and attainability, hybrid and future mobility, technology, and community. Storefront locations were chosen based on a number of variables, including daily estimated foot traffic and demographics surrounding household income, and were active for an average of 60 days. Inside each sleek, black, and white pop-up, the brand strategically arranged vehicle displays among back-lit lifestyle product installations and interactive elements, giving visitors the option to explore on their own or alongside a highly trained product specialist.
Idea
The solution was a retail pop-up campaign aimed at prolonging interactions between consumers and product specialists, and positioning Mercedes as a more attainable and relevant brand, all while maintaining its mantra, “The Best or Nothing.”
