The Media Owner
Mercedes-Benz identified they had a growing customer pool in their C Class target market who are making the tree-change and moving to Boomtown. They wanted to act differently to their competitors with this strategy and drive greater cut-through.
To reach new Boomtown residents who align with the Mercedes-Benz C Class target market. To capture the opportunity in building the Mercedes brand with an affluent audience who have low costs, a new lifestyle and high disposable income.
To drive awareness of Mercedes-Benz C Class and impact the new affluent movers to Boomtown.
oOh!media used their audience and location data sets to identify key regional centres which over-indexed in the target audience, including Newcastle, Geelong, Darwin, Gold Coast and Cairns. We then identified premium digital Billboards which would not only reach the audience but enable Mercedes to demonstrate the C Class beautifully.