The SL Sting.
What would happen if you find the new Mercedes SL
in your parking space?
Mercedes Benz is perceived as an old, flashy,
and exclusive brand in Spain.
This is why they launched “something is going on Mercedes”,
a brand message that tries to connect with
a broader and younger audience.
In this particular case, the car is no other than the Mercedes SL,
a legendary sportscar on its sixth edition starting at 112K €.
Well, that sounds a little bit exclusive.
How can we offer the experience of driving a dreamcar
like the SL to the millions of people who can’t afford to pay it?
the SL Sting.
This is the Case Study.
"You’re not dreaming, Jaime. This is the new Mercedes SL,
and this is your car for today. You will find the doors open,
the keys inside, and further instructions on the back of this card.
Don’t worry. Your car is safe."
Awards & Honorable Mentions.
Note: the original campaign name is“Un SL en mi garaje”.
Silver – Best viral video @ Inspirational Awards '12 ·
Bronze – Digital communication and viral videos @ El Sol '12
Shortlist -- Outdoor @ El Sol'12
BBDO Moscow asked for our permission to replicate
this idea for Mercedes Benz on the Russian market.