Creative advertising decks that I have worked on as an advertising Digital Art Director.

1. MERCEDES
SOCIAL: A-CLASS FOR PHILIPPINES MARKET
14 MAY 2013

2. CONTENT
CONTENT | MERCEDES | 14 MAY 2013
1. THE BRIEF
2. TARGET AUDIENCE
1. STRATEGIC PLANNING
1. CREATIVE
- Unleash the A-Life
5. SOCIAL MEDIA PLATFORMS
- Blogger Engagement
- Forum Seeding
- Expected Deliveries & Costs
6. COSTS

3. THE BRIEF

4. THE BRIEF
• Mercedes wants relevance with a younger audience (25 year olds). A marquee brand,
Mercedes has lost territory to the Audi’s and BMW’s. Mercedes is considered old
money. Audi and BMW are considered new money. But with the NGCC’s, especially
the A-Class, Mercedes is compelling the younger market to take a second look both
for youthful spirit and price.
• On social, Mercedes want to increase their FB fan base, increase conversation,
positive sentiment and conversion to test drives and get serious consideration for their
range of cars.
• Mercedes is also looking to deploy digital app on the different social web elements.
Getting local influencers to test drive the A-Class leverages on PR. This allows for
further engagement for target audience who have liked the FB pages.
THE BRIEF | MERCEDES | 14 MAY 2013

5. TARGET AUDIENCE

6. TARGET AUDIENCE
We are talking to 25 year olds, skewed towards males. These are scions of big fathers
with pots of money. Or young self made affluent professionals. They are born with a
silver spoon and love their toys. They are used to special treatment from a very young
age, and might even be a bit arrogant as a result of their privileges. Based on a survey
that Mercedes conducted, they have an affinity to the A class for its stunning looks and
coupe (racy) style.
TARGET AUDIENCE | MERCEDES | 14 MAY 2013

7. STRATEGIC PLANNING

8. STRATEGIC PLANNING | MERCEDES | 14 MAY 2013
Brand
MERCEDES BENZ Social
Brand Essence
Contemporary Classics -
The best or nothing
STRATEGIC PLANNING
NGCC’s price & styling
captures the spirit of
youth
Brand Experience

9. Brand
INSIGHT
• Affluent Asians love to own status ‘face’ symbols
• But the new generation wants a bit of ‘anti-
establishment, earned vs given’ cool to their
symbols/toys. A sentiment linked to the un-
corporate, laidback, startup culture – cool and
rich. They want to rise above their peers.
TARGET AUDIENCE
Cashed up 25-30 year olds
STRATEGIC PLANNING
STRATEGIC PLANNING | MERCEDES | 14 MAY 2013

10. Brand
DIFFERENCE
• Competition is positioned on engineering
(Vorschprung Durch Technik & The Ultimate
Driving Machine)
• Mercedes Benz should be the Contemporary
Classic, embodying the youthful spirit of its
audience.
COMPETITION
Audi, BMW, Porsche
STRATEGIC PLANNING
STRATEGIC PLANNING | MERCEDES | 14 MAY 2013

11. Brand
IDEA
Grand Theft Auto and Grand Theft Adventure: Beat
Them At Their Own Game
Brand
MERCEDES BENZ
Brand Essence
CONTEMPORARY CLASSIC
Bra
nd
INSIGHT
• But the new generation wants a bit of ‘anti-
establishment, earned vs given’ cool to their
symbols/toys. A sentiment linked to the un-corporate,
laidback, startup culture – cool & rich. They want to
rise above their peers.
TARGET AUDIENCE
• Cashed up 25-30 year
olds
THEMES
To rev up NGCC’s cool youthful spirit
DIFFERENCE
• Competition is positioned on engineering (Vorschprung
Durch Technik & The Driving Machine)
• Mercedes Benz should be the Contemporary Classic,
embodying the youthful spirit of its audience
COMPETITION
• Audi
• BMW
• Porsche
STRATEGIC PLANNING
STRATEGIC PLANNING | MERCEDES | 14 MAY 2013

12. Communication
Strategy
WHAT
• Show how Merc’s NGCCs embody the
youthful spirit, underlining attractive
styling and price points
HOW
PUSH PULL
CLASSES
PLAN A
• Covers all classes monthly
• 3 – 7 days per class monthly
PLAN B
• One class per month
• Corp posts spread evenly
IDEAS
Quarterly
Launch
CONTENT
STRATEGIC STRATEGY
STRATEGIC PLANNING | MERCEDES | 14 MAY 2013

13. CREATIVE

14. UNLEASH THE A-LIFE
IDEA
CREATIVE | MERCEDES | 14 MAY 2013

15. RATIONALE
We will hire influencers to drive around in our A class to malls, yacht clubs
and other lifestyle destinations. We will announce the locations through FB,
Radio and other channels. Then we will invite the our audience to turn out in
large numbers and participate. We are showing how normal people can get a
taste of the celebrity lifestyle by getting themselves in situations where:
1. Be Awesome: Get on the pre-designed front cover of People, Vogue or
GQ. Just upload your pic with our Celebrity. And share your covershot on FB.
2. Be Adored: Get on the red carpet of an Event. Just type in your name. And
the App will make the crowd chant your name. Share it on FB.
3. Be A Listed: Search for the secret party location by #findtheAparty. Get
your friends to help in your quest by liking your search to zoom in closer to
the party location on Google maps until you land on the A-list.
CREATIVE | MERCEDES | 14 MAY 2013

16. AWARENESS

17. FACEBOOK LANDING PAGE
CREATIVE | MERCEDES | 14 MAY 2013

18. THREE SITUATIONS
CREATIVE | MERCEDES | 14 MAY 2013

19. SITUATION 01: BE ADORED (ARRIVE IN STYLE)
CREATIVE | MERCEDES | 14 MAY 2013

20. SITUATION 02: BE AWESOME (MAGAZINE TEMPLATE)
CREATIVE | MERCEDES | 14 MAY 2013

21. SITUATION 02: MAGAZINE TEMPLATE
CREATIVE | MERCEDES | 14 MAY 2013

22. SITUATION 03: BE A-LISTED (SECRET LOCATION)
CREATIVE | MERCEDES | 14 MAY 2013

23. LIKES AND RETWEETS GET YOU CLOSER
CREATIVE | MERCEDES | 14 MAY 2013

24. ZOOMING IN OF SECRET LOCATION
CREATIVE | MERCEDES | 14 MAY 2013

25. SECRET LOCATION IS REVEALED. TIME TO PARTY.
CREATIVE | MERCEDES | 14 MAY 2013

26. ENGAGEMENT

27. UNLEASH THE ART - MOBILE APP
CREATIVE | MERCEDES | 14 MAY 2013
Your phone becomes a
spray can. You can create
street art – styles are
stencil, paste up, urban
jungle - on a digital
canvas. And share with
your friends on FB. After
the event your art is
mailed to you as a digital
portrait. And everyone’s
work goes up on the
World’s Biggest Digital
Mural. A for effort.

28. STENCIL
CREATIVE | MERCEDES | 14 MAY 2013

29. URBAN JUNGLE
CREATIVE | MERCEDES | 14 MAY 2013

30. PASTE UPS
CREATIVE | MERCEDES | 14 MAY 2013

31. EVENT
CREATIVE | MERCEDES | 14 MAY 2013

32. LOYALTY

33. WORLD LARGEST DIGITAL MURAL
CREATIVE | MERCEDES | 14 MAY 2013

34. GET YOUR OWN DIGITAL PORTRAIT PAINTING
CREATIVE | MERCEDES | 14 MAY 2013

35. SOCIAL USER JOURNEY

36. SOCIAL USER JOURNEY
SOCIAL PLATFORMS | MERCEDES | 10 APRIL 2013
BLOGS & FORUMS
Influential bloggers to talk
about ‘Unleash Your
Street’ Party
Details of the event will be
further seeded in top
forums
Readers will be directed to
like the FB page
‘UNLEASH THE A-LIFE’
FACEBOOK APP
Users like the FB page
They use the ‘Unleash the
A-Life’ app
SOCIAL SHARE
Users share the app in their
social networking sites to
reveal more of the event
venue.
‘UNLEASH YOUR STREET’
PARTY
(Main Event)
INFLUENCERS
A male and female celebrity
influencer will get to test
drive the new Mercedes A-
class prior the event
UNLEASH THE ART
MOBILE APP
Event attendees will take part
on the digital art wall by
painting their own art using
the mobile app
TESTIMONIAL
Celebrity influencers will
impart their test drive
experience
USER ENGAGEMENT
Event attendees will have
the chance to attend the
party by catching the
celebrity influencers driving
the Mercedes A-class car
and taking their photos.
SOCIAL SHARE
They can download their
own digital portrait painting
and share their social
network pages.
BLOGS & FORUMS
Bloggers will share their
experience using the mobile
app and their digital portraits.
Story on the success of the
mobile app will be seeded on
the top forums
‘UNLEASH THE A-LIFE’
FACEBOOK APP
Apart from being able to attend the
party after uploading their photos
on the Facebook app, they can
also share the photo on their walls
for their friends to see.
PRESS RELEASES
Celebrity influencers’ test drives and
testimonials will be featured on the
top 2 TV Networks & the top 3
broadsheets (to be negotiated)

37. •Press releases
• Digital portrait social
sharing
• ‘Unleash the A-Life’
Facebook app
Celebrity photo upload
• Blogger engagement
& forum Seeding
•Influencers Test
Drives and
Testimonials
• ‘Unleash the Art’
mobile app
PLAN OVERVIEW
SOCIAL PLATFORMS | MERCEDES | 10 APRIL 2013
•Blogger Engagement
• Forum Seeding
• Mercedes PH
Facebook Page
• ‘Unleash the A-Life’
Facebook app with
social sharing
PRE-EVENT MAIN EVENT POST-EVENT

38. PRE-EVENT

39. BLOGGER ENGAGEMENT
SOCIAL PLATFORMS | MERCEDES | 10 APRIL 2013
Top lifestyle, auto and
technology bloggers will
get exclusive invites to
the Mercedes A-Class
“Unleash Your Street”
Party.
To entice the readers to
follow their posts, they
will write about:
• How using the Unleash
the A-Life Facebook app
help reveal the secret
event venue
• What and who to
expect on the event
PRE-EVENT

40. FORUM SEEDING
SOCIAL PLATFORMS | MERCEDES | 10 APRIL 2013
Start conversation and
engage on top forums
about the event & the
Facebook app.
Encourage the members
of the forums to use the
app to take part on the
revelation of the event
venue
Advise them to regularly
visit the Facebook page to
keep themselves updated
on the details of the event
PRE-EVENT
*Interaction will be checked on a daily basis.
List of forums: Autoindustriya, Tsikot, Pinoy Exchange

41. MAIN EVENT

42. CELEBRITY INFLUENCERS
SOCIAL PLATFORMS | MERCEDES | 10 APRIL 2013
Celebrity influencers will
test drive the new
Mercedes A-class car
before the main event.
People should catch them
driving the car and take
their photos to be
uploaded on the FB app
for exclusive invite to the
event.
During the event, the
celebrity influencers will
talk about their
experiences.
They will definitely drive
traffic to the event and
will create buzz after.
ON-SITE
Sam Pinto Solenn Heussaff
Matteo Guidicelli Derek Ramsay

43. MOBILE APPLICATION
SOCIAL PLATFORMS | MERCEDES | 10 APRIL 2013
The bloggers will take
part in the event by
attending and
experiencing how
Mercedes A-Class takes
over the city for one
night.
They will experience
using the ‘Unleash the
Art’ mobile app and get
their very own digital
portrait.
ON SITE

44. POST EVENT

45. PRESS RELEASES
FORUM SEEDING | MERCEDES | 10 APRIL 2013
Press people from the
leading TV networks and
broadsheets will be given
exclusive invites to the
event.
Short feature on the
event will be shown on
news and lifestyle
programs and on the top
3 broadsheets.
POST-EVENT
*Post-event features can be negotiated free of charge;
Client to provide press kit and gift packs to all press people

46. DIGITAL PORTRAIT SOCIAL SHARING
FORUM SEEDING | MERCEDES | 10 APRIL 2013
Attendees of the event
who used the ‘Unleash
Your Art’ mobile app can
share their own digital
portraits to their social
networking pages such
as Facebook and Twitter.
POST-EVENT

47. UNLEASH THE A-LIFE FACEBOOK APP
FORUM SEEDING | MERCEDES | 10 APRIL 2013
The attendees can
upload their photos with
the celebrity influencers
on the ‘Unleash the A-
Life’ Facebook app and
share it on their newsfeed
for their friends to see,
like and comment on.
POST-EVENT

48. BLOGGER ENGAGEMENT & FORUM SEEDING
SOCIAL PLATFORMS | MERCEDES | 10 APRIL 2013
The bloggers will then
write about the success of
the A-Class Party and
content will be seeded on
the forums:
 what happened and
who were there
 their thoughts about the
new Mercedes model
 their experience in
using the ‘Unleash the Art’
mobile app
They will ask the readers
to visit Mercedes FB Page
for more information.
POST-EVENT

49. ROLLOUT PLAN, EXPECTED
DELIVERIES & COST

50. ROLLOUT PLAN
MEDIA COST | MERCEDES | 10 APRIL 2013
SOCIAL PLATFORMS
BLOGGER ENGAGEMENT
FORUM SEEDING
PRE-EVENT ACTUAL EVENT POST-EVENT
WEEK 1 WEEK 2 WEEK 3 WEEK 4
CELEBRITY TEST DRIVES
‘UNLEASH THE ART’ APP
PRESS RELEASES
Photo upload
Social sharing

51. EXPECTED DELIVERIES
MARKETS Initial
number
of Buzz
50%
increase in
Buzz
%
Increase
in buzz
Current
# of FB
Likes
FB
Population*
# of
Likes**
% Increase
in FB Likes
Conversion
Rate
# of
Attendees
Philippines 5 25 394% 6,507 128,340 25,668 394% 10% 2,567
MEDIA COST | MERCEDES | 10 APRIL 2013
*Against Males, 25 y/o, interested in auto/entertainment/luxury goods
** 20% of Facebook Population

52. COSTS
Executions Description Costs (SGD)
Blogger Engagement 9 Bloggers:
- mattscradle.com
- pinoytechblog.com
- iamjammed.com
- unbox.ph
- tjsdaily.com
- ilonggotechblog.com
- motorcyclephilippines.com
- jeromeancheta.com
- pinoyautoblog.com
16,000.00
Forum Seeding 3 Forums:
- Auto Industriya
- Tsikot
- Pinoy Exchange
1,500.00
Influencers
-Sam Pinto
-Solenn Heussaff
-Derek Ramsay
- Matteo Guidicelli
Inclusive of appearance on the ‘Unleash the Street’ Party with test
drive and testimonial
Feature on post-event press releases
15,000.00
7,500.00
15,000.00
7,500.00
TOTAL 62,500.00
MEDIA COST | MERCEDES | 10 APRIL 2013

53. COSTS

54. COSTS – LIVE THE A-LIFE
COSTS | MERCEDES | 14 MAY 2013
Description Cost
Project Management
• Project Management – 3,600 SGD3,600
Unleash the A-Life Facebook App
• Facebook App Design – 6,800
• Facebook App Development – 28,100
SGD34,900
Unleash The Art Life Mobile App
• Mobile App Design – 4,800
• Mobile App App Development – 31,200
• Kinect Development – 19,000
SGD55,000
Media Plan
• Blogger Engagement – 65,000
• Forum Seeding – 10,500
SGD75,500

55. THANK YOU
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