CASE STUDY
National Dealer Meeting
Challenge
Mercedes-Benz Canada approached us to conceptualize, plan, develop and execute their National Dealer Meeting in 2022 with the goal of encouraging dealers to embrace the world of elevated luxury and get inspired to cater to this audience at their dealerships. The luxury segment was always at the core of the brand, but as of 2022 it became a foundational pillar of their strategy with the goal of building the world’s most desirable cars, specifically targeting growth of the sales share of its Top-End vehicles by around 60% by 2026.
Strategy and Solutions
We proposed the National Dealer Meeting theme of “A Focus on Luxury”. For three days in October 2022, Mercedes-Benz Canada dealers were immersed in a world of luxury in Toronto’s Bloor-Yorkville neighbourhood – the pinnacle of opulence and the ideal backdrop to engage, educate and inspire. The multi-day agenda was designed to embrace the ultra-premium neighbourhood with a welcome dinner at STK, daily sessions at the newly renovated Park Hyatt hotel, break-out sessions at luxury retailers and galleries, and special events at Maison Mercedes, our bespoke pop-up store on Bloor Street’s Mink Mile. However, these spaces were not purely chosen to represent luxury, they were chosen because they each demonstrated a unique way to create memorable connections with luxury clientele, providing hands-on inspiration at every turn.
CASE STUDY
Maison Mercedes
Challenge
Mercedes-Benz had a limited window of opportunity to showcase the Concept Mercedes-Maybach Haute Voiture during the 2022 Holiday season and needed a unique experience to generate awareness and desire for its Top-End Vehicles (specifically Mercedes-Maybach and G-Class) to reinforce the brand’s luxury positioning.
Strategy and Solutions
Inspired by the “otherworldly” nature of the Mercedes-Maybach Haute Voiture and the customized offerings of MANUFAKTUR, we designed and created an immersive retail pop-up where guests could experience Mercedes-Benz Top-End Vehicles first-hand while shopping for a curated selection of unique, luxury holiday gifts.The 8000 square-foot location was divided into two distinct interactive environments featuring local and global lifestyle brands that aligned with the aesthetic and lifestyles of display vehicles. With no pressure (or possibility) of buying these display vehicles onsite, guests and attendees at VIP events were encouraged to enjoy the experience and imagine themselves in the world of Mercedes-Benz with no strings attached. Interested buyers met with our expert concierge staff to learn more or be connected with local dealers for follow-up conversations.
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