Case-Study-Mercedes Targeting Young Professionals_0
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The Challenge: Mercedes-Benz GLK wanted to get noticed by young professionals 35 to 45 during a tough recessionary period.

The Objective: To emphasize Mercedes-Benz GLK stylish design while highlighting its fourth generation, trademarked all wheel drive system which makes the car both a pleasure to look at and drive.

The Plan: Young professionals are busy, usually juggling career and family. They generally commute to work and are out and about shuttling children to activities. Given their burgeoning careers, they need to stay informed and, in terms of their personal life, they want to be on the pulse of what is best for their families. Based on their activities, a media plan including outdoor and print media—both newspapers and magazines—was developed.

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