#AMGExtreme won Silver at the 2015 W3 Awards for Social Content and Marketing
ARE YOU EXTREME ENOUGH?
Mercedes-AMGs are extreme vehicles. They push the limits. They are powerful, unstoppable. Adrenalin seekers. And that is how our fans feel when they see, touch, or drive AMGs. The #AMGExtreme campaign was built on this key insight.
For the launch of the new CLA 45 AMG, A 45 AMG and GLA 45 AMG we paired these 3 vehicles with 3 extreme adventure weekends and a racetrack experience, with the ultimate all-expenses paid F1 experience as a stomach tingling grand prize. Our social media strategy targeted younger, digitally savvy South Africans and resulted in awareness, conversation and competition entries.
I wrote the microsite for the campaign and brand messaging across social networks.
Introducing the campaign and the extreme adventure concept.
Strong headlines, use of personalised "YOU".
SETTING THE TONE
Untamed. Insane. Adventure.
We created these respective personas for our CLA 45 AMG, A, 45 AMG and GLA 45 AMG. I used these 3 personalities to frame how I wrote about the vehicle features across our social media networks.
I wanted to inspire feelings of power, exhilaration, performance and respect – which connected our social media audience with these cars on an emotional level.
The CLA 45 is "Untamed."
The A 45 AMG is "Insane".
The GLA 45 AMG is "Adventure".
Vivid descriptions in first person on the microsite transport the reader into the experience, as if they had already won the prize.
Tactical Tweets
Capitalising on conversations that were taking the Twittersphere by storm, I pulled our brand into the live debate with a perfectly timed but relevant tweet.
Our AMG #dressgate tweet reached over 10k users in 6 hours and had over 500 engagements.
