THE 2008 ANTI-LUXURY CAR RECESSION.
During the economic melt-down of 2008, greed was definitely not good. And Mercedes-Benz was the most visible symbol of financial success, at at time when the wealthy were the suspects.
Suddenly our three pointed star logo felt more like a bullseye.
The solution? Turn excessive spending into smarter spending through a radio campaign broad enough (we produced 24 commercials in this campaign) to saturate drive-time radio.
The spots were tailored for the unique micro-social-economic climates of the various freeways, and the campaign received awards and thank you letters and a standing ovation from thirty terrified SoCal dealers before going national.
In the end, while BMW and Lexus posted 20% losses, Mercedes-Benz posted a 4% gain.