2014 winner: Mercedes, Customer Insight - case study

2014 winner: Mercedes, Insight

At the heart of this paper is a story of how Mercedes-Benz devised a research methodology that revealed the true, unbiased biological response to driving our cars.

By tapping into a sensation and creating a digital interactive experience that enabled users to experience and share its power first-hand, the Mercedes-Benz E- Class outsold its rivals for the first time in decades.

Reaching milestones

With a total marketing communications expenditure of £3.3m, we achieved unprecedented levels of interest in the model brand - brochure downloads increased by 117% and test drive requests increased by 80% - an incremental sales growth of 38% (versus a sector growth of 9%) and a gross revenue ROI in excess of 17:1.

Crucially, over 50% of the sales came from a group of car buyers who were new to our brand.


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