CLIENT
MERCEDES DRIVE EVENTS

PROJECT
CBS/Mercedes Tri-State Dealers Lunchtime Drive Events

OBJECTIVE
Increase awareness and drive purchase for Mercedes’ C-Class

TARGET
Young Professionals

EVENT/PROMOTION/STRATEGY
A cohesive Mercedes environment was created at three office parks throughout the NY-Metro area each year. During the two-hour lunch period, target consumers were invited to receive a free gourmet lunch, test drive a Mercedes C-Class vehicle, take a picture with an AFC-Football celebrity, and enter to win a number of prize packages. An Extreme Terrain Test Track was created for the events, allowing consumers to maneuver the vehicles over four extreme terrains, each designed to highlight a specific feature of the Mercedes C-Class.

MARKETS
Long Island, NY, New Jersey

RESULTS
Created a huge buzz throughout the Mercedes Corporation culminating with a front page feature on the company newsletter and drove purchase of 30 Mercedes vehicles in the 2 months following the events.. Each year, OTGM executed over 200 test drives in just three days, collected valuable information from over 600 target consumers.