How do we excite a new generation of luxury hedonists?
Born on the race track, AMG already had a strong reputation for speed and thrilling driving dynamics, but now wanted to strengthen their positioning as a Performance Luxury brand. With this came a challenge: they needed to excite a new generation of hedonistic, culturally-attuned trendsetters.
We needed to give AMG a new attitude – one that acknowledged the brand’s legacy, whilst looking ahead to the future.
We focused on AMG’s timeless spirit with the tagline “This is our legacy, imagine our future. Are you AMG ready?”. Focusing on how AMG vehicles offer the key to freedom and rebellion, the launch campaign included 1 x 60 second film and 4 x 30 second films. The campaign crafted stories around each vehicle in the AMG portfolio: with the SLS Electric Drive, a woman escapes from her monotonous everyday life and seeks freedom in the desert. The 300 E 5.6 (otherwise known as the Hammer) serves as a sound machine, with the protagonist creating a track from its sound and firing up a party. The G 63 daubs an oversized AMG wordmark on the concrete by drifting through puddles of paint. In the GT Black Series, a woman picks up her partner for an exciting speed date.
The campaign received universally positive coverage from press in a number of pieces, despite the challenging move of appealing to a new audience with increasingly electric cars. This positive reaction was emphasized by the audience themselves with double the benchmark in view through rates on some of the films. And finally a key success was seen in expanding our audience into a growing and valuable area. We saw a substantial uptick in the number of female user registrations illustrating the more open brand direction we’d created and it’s resonance.