Mercedes-Benz 120 yrs of motorsport
Situation
Mercedes-Benz celebrated its 120 years of participation in motorsports in 2014 and this aligned with our plans to use motorsport more effectively in proactive communication. Preparations were already underway in 2013 by internal relationship building with Mercedes-Benz Motorsport and the process continued in 2014 at Mercedes-AMG and the ITR organization that brought DTM back to Hungary.
Task
In an effort to underline Mercedes-Benz’s youthful and dynamic attributes, we our task was to put an emphasis on communicating the brand’s 120 years of motorsport heritage by taking advantage of the Formula One Hungarian Grand Prix, the return of DTM to the Hungaroring and efforts to increase sales of Mercedes-AMG passenger cars in Hungary.
Action
Besides Mercedes-Benz Motorsport’s efforts, we organized media appearances for Lewis Hamilton, Nico Rosberg and Ross Brawn at the 2013 Formula One Hungarian Grand Prix and hosted a separate event for truck media representatives. Shortly after the announcement of the 2014 DTM race at the Hungaroring, we organized a press trip for media to the 2013 season finale in Hockenheim. At the beginning of 2014, we submitted a comprehensive concept of activities to Mercedes-Benz Motorsport representatives who praised the efforts and considered the proposals before the season.
During the lead up for the DTM event in May, we placed the topic of Mercedes-AMG and its history into various media, toured a DTM show car around the country, organized driving opportunities, created sales-supporting materials, a microsite and a booklet for clients, fans and 3rd parties.
We hosted a preview media event at the Hungaroring during the DTM test session and other media activities over the course of the race weekend. Among others, these included Race Taxi experience laps, exclusive interviews, television appearances for drivers and a VIP customer event featuring the launch of the new S 63 AMG road car.
Result
Detailed, positive coverage of Mercedes-AMG product line up and Mercedes-Benz Motorsport heritage. Customer interest in new models and DTM participation. Successful sale of local Mercedes-Benz Dream Cars stock during the campaign and merchandising at the Hungaroring. Team building opportunity for employees of Mercedes-Benz Manufacturing Hungary at dedicated grandstand.
Background
Commissioner: Mercedes-Benz Hungary
Client: Mercedes-Benz Hungary
Supporting agencies: Gramy-H, Mercedes-Benz Motorsport