Mercedes-Benz reaches out to a younger audience with art and music

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Joss Davidge, managing partner of brand experience agency BEcause, is always on the lookout for the most creative experiential marketing campaigns.
This week he has spotted Mercedes-Benz’s music and art mash-up heralding the brand-new GLA.

The car giant has got people talking about the new model with a nine-city musical joy-ride, dubbed ‘The Evolution Tour’. In a bid to showcase the intrinsic bond between music and cars and the evolution of the Mercedes-Benz brand, the tour features music from Alabama Shakes, plus a live interactive art exhibition by Mr. Brainwash—Los Angeles-based street artist Thierry Guetta.

In line with Mercedes’ decision to market the new GLA as ‘adventurous’ to a younger audience, quirky street artist Mr. Brainwash has created a freestyle design on the exterior of a brand-new GLA using buckets of colourful paint. The paint-splattered car, which will serve as the tour’s art exhibit, will sit parked at the entrance to each concert space. The tour will see the design evolve and reach completion at its last stop.

And for those attendees who want to get in on the arty action, Mr. Brainwash has created four exclusive Mercedes graphics which a silk-screening crew can print onto T-shirts, making a nice souvenir from the event.

In a clever move to connect with the young professional market, DJ Questlove will be spinning a mix of nostalgic tunes from the ‘80s, and up-and-coming Alabama Shakes are treating ticket-holders to some Americana rock music.

Joss Davidge is managing partner of BEcause, an award winning brand experience agency which has been helping brands become more tried, tested and talked about for over 20 years.
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(Marketing Society)