Mercedes & oOh!media

Mercedes target Regional Australians with Out of Home, identifying affluent new regional residents.

The Brand

Mercedes-Benz

 

The Media Owner

oOh!media

 

The Objective

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.

 

The Brief

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.

 

The Goal

To drive awareness of Mercedes-Benz C Class and impact the new affluent movers to Boomtown.

 

The Execution

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.

 

Download Case Study

Share

Don’t miss any of the action.

The Boomtown News is the only industry roundup dedicated to Boomtown and the opportunities for brands to connect powerfully with an extra 9.1 million regional Australians.

Compelling insights, handy tools and resources along with the latest news from Boomtown, straight to your inbox.

Boomtown News

Don’t miss any of the action. The Boomtown News is the only industry roundup dedicated to Boomtown and the opportunities for brands to harness 9.1 million extra Aussies.

Compelling insights, handy tools and resources along with the latest news – straight to your inbox.

Don’t miss any of the action.

The Boomtown News is the only industry roundup dedicated to Boomtown and the opportunities for brands to harness 9.1 million extra Aussies.

Compelling insights, handy tools and resources along with the latest news – straight to your inbox.