The campaign is targeted at young customers who want to own a performance car but at the same time use it for functional purposes, says the sales and marketing VP, Santosh Iyer, in an exclusive interaction
Mercedes-Benz' choice to execute an Instagram-heavy campaign comes from the fact that their target group is mostly present across social media platforms and 90 percent of their traffic comes from mobile phones
What’s common between cities such as Kolkata, Jaipur, Indore, Surat and Mercedes-Benz India? These cities are emerging as big markets for the luxury automobile company’s performance car range – Mercedes-AMG. With positive changes in the infrastructure development across the country, intracity travel increasing and multiple race tracks coming up, Mercedes-Benz plans to accelerate its performance car range.
The company has launched a new marketing campaign only for Instagram, leveraging AMG customers’ content-consumption pattern. The campaign video has been ideated and conceptualised by British photographer and filmmaker Rankin’s agency, Rankin Agency London.
Performance cars, as a category, did not exist in the country till 2013-2014 when Mercedes launched its global brand AMG in India launching a range of performance cars. The company also set up AMG Performance centres in different parts of the country, which has propelled the category with a 100 percent growth rate recorded last year that is much faster than the market.
In an exclusive interaction with Storyboard18, Santosh Iyer, vice-president, sales and marketing, Mercedes- Benz India, shares that there is a big performance car enthusiast community that wants to drive these cars and use it for their daily commute.
“With the initial success, we thought it is the right time to tease the market and add the additional customers. The ‘Are you AMG ready?,’ campaign is targeted at young customers who have the desire of owning performance cars but at the same time use it for functional purposes. This customer is young and does not have the wherewithal to own two kinds of cars,” Iyer says.