In late 2019, Mercedes-Benz (@MercedesBenz) launched the Mercedes EQC, the company's first fully electric SUV from their electric mobility brand EQ.
Ahead of the vehicle’s launch, @MercedesBenz and its agency AMQ identified Twitter’s audience as key to helping establish the brand as a leader in the electric vehicle space.
The creative concept was built around a partnership with musician The Weeknd who had a dual role as the main protagonist of the brand films, and the campaign’s Creative Director. The launch also coincided with the release of The Weeknd’s first new album in years – presenting an excellent opportunity for @MercedesBenz to capitalise on the Twitter conversation and buzz around the new music.
To maximise launch hype, @MercedesBenz employed a phased three-part strategy - tease, reveal and sustain. The tease phase began with a series of Promoted Videos – teasing the audience with snippets of the new EQC model and The Weeknd’s involvement.
The reveal phase took place on 29th November, 2019, when @MercedesBenz launched the main brand film, which showcased the company’s strong heritage in the automotive space.
A further series of product-focused videos that retargeted engaged video viewers and continued to build the story helped sustain momentum.