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Tramp A Benz

Tramp A Benz | Mercedes-Benz | Jung von Matt
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headlinecnen
The Best Or Nothing
basics
Industry: Automotive & Services
Media:Ambient & Interactive
Market:Germany
Style: Minimalism
descriptioncnen
For more than 125 years, Mercedes-Benz stands for a certain ambition: The best or nothing. Last year this principle of the founder Gottlieb Daimler became the new claim of the brand. To make this principle come alive, we sent street photographer and performance artist Stefan Gbureck on a journey hitchhiking with Mercedes only. The pictures and stories of the 17-day trip were shared on Stefan's Blog. He portrayed the drivers and their cars and showed the results to an even bigger audience after his trip on his very own exhibition. Stefan was invited to event shows and published a photo book with all the stories and pictures. Stefan's journey was followed by thousands of readers on his blog. Additionally, the exhibition and the photo book made his story accessible to an even larger amount of people. Bloggers commented on the project and the high ambition of a hitchhiker travelling with Mercedes only. The project was always related directly to the new claim "The best or nothing". As "Tramp a Benz" supported the brand communication, it helped to raise the recognition of the claim "The best or nothing" from 0% to 42% in 2010.

Results
Stefan's journey was followed by thousands of readers on his blog. Additionally, the exhibition and the photo book made his story accessible to an even larger amount of people. Bloggers commented on the project and the high ambition of a hitchhiker travelling with Mercedes only. The project was always related directly to the new claim "The best or nothing". And as "Tramp a Benz" supported the brand communication, it helped to raise the recognition of the claim "The best or nothing" from 0% to 42% in 2010. "The best or nothing" campaign was the main topic for days, with the photo book being downloaded 1000 times and Facebook fans rose to 2.5million.
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awards
New York Festival International Advertising Awards 2011
Bronze Collateral
Consumer Promotions
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