Smart marketing: the invisible car

According to The Cluetrain Manifesto, markets are conversations. And Mercedes Benz started a campaign in Germany that I think engages the customers the right way.


According to The Cluetrain Manifesto, markets are conversations. And Mercedes Benz started a campaign in Germany that I think engages the customers the right way.
I’ll let the ad speak for itself.

Using hi-tech to promote a hi-tech product they are redundant in both quality and message. And despite what some of you might think, it is a rather unexpensive iniciative if you put in the balance the ROI coming from the awareness raised by a campaign like this.
Why is it so good? Because it plants a conversation with their customers. The appeal their sense of wonder, their sense of responsibility and also their curiosity.
First of all, it is palpable and real. The car tours Germany and people can actually interact with it, they have fun, they talk about it.
The next thing is, the methaphor raises awareness. Like a great magic trick, it first wonders and then leaves a question to the audience. And that question is the drive to get the product.
Campaigns like this sound like to far-fetched for some budgets, but this is not true. It’s not about the amount of money you spend on your campaign, it’s about the ingenuity you use on it to create a conversation. The audiences are now an active member of the equation, and they are demanding in terms of quality. Campaigns like this one from Mercedes Benz raise the bar of quality, and therefor the expectations of customers. It’s not about action, about histories of success, about shaded erotism or speed. The world is changing, and demands are changing too.
Nowadays It’s about reality. This is the kind of conversations the customerss want to get involved in. They don’t need to read a brochure, they need to be wondered, they need to be involved in a smart conversation.
It’s time to let old paradigms aside, and embrace the new wave. And the guys from Mercedes hit it right.


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