Case Study: Mercedes-Benz Singapore is One of the First Brands to Leverage Spotify

Mercedes-Benz targets the younger demographic with Corporate Rockstar Campaign

To launch the new Mercedes-Benz CLA, the brand partnered Spotify, Facebook and LinkedIn with The Mercedes Executive Rockstar campaign. The campaign is currently running on local radio stations using celebrity deejays for the Corporate Rockstars persona. 

The campaign will run for six weeks and it is looking to debunk perceptions that Mercedes-Benz is for older business executives. The campaign for the new Mercedes-Benz CLA aims to capture the attention of the younger, creative, daring, out-spoken demographic by labeling them as 'Corporate Rockstars'. 

There are six personas that consumers would be assigned to, based on a series of questions they answer - "Master Explorer", "Supreme Spartan", Extremely Secret Agent",  "Minister of Thrills", "Media Wizard" and "Executive Nomster". 

After creating their own profile, they were assigned a coinciding Spotify playlist which is aligned to each of the profiles. MEC was the media agency behind the campaign.