Mercedes-AMG's are extreme vehicles. They push the limits. They are powerful, unstoppable. Adrenalin seekers. They have no competition except themselves. With the launch of the new CLA 45, A 45 and GLA 45 AMG's this brand positioning needed to come to life.
Users were challenged in the language of inspirational motivation and self-overcoming. Entering was a mental challenge, an opportunity to push yourself, overcome fear and transcend your self-imposed limitations – and win a glorious victory as a result.
We created 3 personas for our CLA 45 AMG, A 45 AMG and GLA 45 AMG, using these ideas to frame how we talked about the vehicles. Themes of being ‘Untamed’, ‘Insane’ and ‘Adventurous’ connected these feelings to the vehicles and to the adrenalin fuelled campaign.
