The Mercedes-Benz Driving Academy is a new kind of driving school where drivers start earlier and continue their education beyond the driving test. Working alongside the Mercedes-Benz team and applying extensive consumer research, we were able to define the brand; creating a visual expression and messaging that would appeal to both youngsters and parents alike. The Academy was launched to huge acclaim with a spectacular event at Mercedes-Benz World hosted by brand ambassador Lewis Hamilton.
Going forward, we helped develop a cross-media campaign with a strong social media bias that included email marketing, exhibitions, and print material. An innovative website allows students to access their lesson progress via a graphic visualiser linked to in-car cameras and instructor PDAs. The pilot launch has exceeded targets and is now being rolled out in Germany, Holland and the US.