Mercedes EQS — A Solid Campaign?
As a part of their digital marketing campaign for fall 2022, Mercedes Benz has released their line of digital campaigns regarding the new 2023 Mercedes Benz EQS with the caption “This is for you, world”. However, with this vehicle being out of the price range for the majority of consumers, It is hard to see how this car could be “for the world” due to its obvious lack of accessibility. However, it is evident that their goal here is to not just market to anybody, as luxury remains their primary focus. Representatives for Mercedes have stated that “For the first time, a marketing campaign starts at the same time as a world premiere — in a uniform look. The campaign translates the EQS’s seemingly magical fusion of technology, design, functionality, and connectivity into a surreal look that challenges the reality we know. The campaign breaks with conventions and works with a mix of abstract art and fashion that stimulates visually.” With this in mind, it is safe to say that Mercedes's goal here is to attract consumers through the surreal and break traditional conventions of what a vehicle is supposed to be.
Actions of the Target Audience
It is evident that Mercedes hopes its target audience will be inspired by its campaign's stark visualizations of surrealist art that have been produced with its new line of vehicles. Mercedes has clearly relied on artistic achievement along with technological advancement in order to attract consumers. Obviously, the end goal here is to have potential consumers purchase this vehicle prior to its release through pre-orders, and they are ensuring this by outlining the special features that come with this vehicle. The campaign states “visually, the audience is pulled into a blue-colored world that creates a surreal atmosphere. The imagery produces a stylish and sensual appeal, similar to that of haute couture shows. At the same time, this emotion of awe is enhanced by an original score that surprises the audience by deliberately clashing with the sleek and futuristic moving images”. Thus, it is clear that the campaign is focused on inspiration and “bringing people into a new world”, which is what their goal is with this vehicle. In order to get potential customers to purchase this vehicle, they are marketing this vehicle as a part of a sort of “elevated lifestyle” through the use of luxurious advertising techniques.
What content was created?
The above image shows the type of imagery that has been used throughout this campaign. It appears as if it is something out of this world, which may attract those interested in Mercedes as well as those who are into futuristic themes. However, at the same time, this expresses a certain level of luxury that is unachievable by most people, portraying an almost classist “ we are above all” mentality, which may not sit well with the traditional consumer.
Was the campaign successful?
In terms of success, it is too early to tell. The luxury outlets that posted about this campaign which have been hyperlinked above seem to be raving with the overall concept, viewing it as a blend of art, music, fashion, and technology. However, such obscene classism may not be accepted by the masses. However, time will tell if the EQS becomes a knockout EV.
