Mercedes-Benz Friendship Day

Guerilla Activation​

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Celebrated on the first Sunday of August, Friendship Day is a uniquely Indian cultural phenomenon. On this day, friends tie bands on each other’s wrists to celebrate their friendship.

It was at this point, that we unearthed a unique insight. Most luxury car buyers in India already own a luxury car. The question was, could we do something with cultural phenomenon and insight for Mercedes-Benz, the no.1 luxury car brand in the country.

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The answer was this guerrilla campaign.

 

We set out at the crack of dawn with large, car-sized ribbons and targeted owners of other luxury car brands – Audi, BMW, Volvo and Jaguar Land Rover. We tied these ribbons to them, as a gesture of friendship – after all, as the premier luxury car brand – we didn’t have rivals, only friends.

Here’s the kicker. We also sneaked in a brochure of our cars in the gift basket we left for the owners of these luxury cars. A little reminder for their next purchase.

 

The video we made of this activity found a whole life of itself online, getting over 719K views on Facebook, and 82k views on Twitter. We even made a Facebook and Instagram filter that encouraged our fans to tie digital Friendship bands to cars and share them online.