The challenge of launching the Mercedes me app was to develop a campaign that could resonate across vastly different markets, including the UAE, Saudi Arabia,
Turkey, South Korea, and Germany—all with distinct cultural nuances, sensitivities, and realities. With a limited budget, we couldn’t rely on localised casting for each region. Instead, we crafted a solution that celebrated the app’s features
and technologies without losing the human touch. Our creative approach centred on close-ups of hands interacting with the app, silhouettes, and expressive eyes to maintain the human element,
ensuring an emotional connection across diverse markets. This visually subtle yet powerful strategy allowed us to deliver a unified message without risking cultural misinterpretation.
The result was a visually striking, attention-grabbing social campaign that seamlessly blended innovation and emotion, ensuring a unified message for all audiences.The campaign’s success on social media was so impactful
that it was later extended to television broadcasts in the USA, amplifying its reach even further. This unique, scalable approach not only maintained the integrity of the brand’s message but also proved
to be an adaptable and highly effective strategy for diverse, global markets.
