Bay Area Mercedes-Benz

ChallengeBay Area Mercedes-Benz was looking to grow market share in the Hispanic demographic for the Bay Area.SolutionPartner with Comcast to harness power of live sports and sports stars. Coming off winning 3 World Series titles in 2010, 2012 and 2014 - the San Francisco Giants had an “even year” superstition, and in 2016 they were ready for another title chase. Mercedes Benz had recently launched their “4 under 40” campaign, with 4 new Mercedes Benz vehicles starting under $40,000. The creative team developed the campaign to feature SF Giants pitcher and cultural icon Sergio Romo introducing the excitement of the new vehicle lineup and pricing strategy.ResultsConnecting the with the start of the baseball season and the SF Giants quest for their 4th title, the campaign features Sergio Romo introducing the audience to the lineup launch with “It’s an even year, and you know what that means – it’s time for FOUR! Four under Forty that is”. Additionally, Sergio’s dad and son join him in the campaign to ask him to choose which “one” was his favorite – posing the impossible question of which championship was his favorite… and which of the new Mercedes Benz vehicles is his favorite.