About the project
In the months leading up to the release of the all-new Mercedes GLA, we faced an unique challenge - there wasn’t a single GLA in the country yet. How do you promote a car without a car? GLA's ample cargo gave us the big idea.
We measured the car's cargo space and created hand-made custom cargo mats in the exact dimensions; then we shipped the mats to our influencers and challenged them to create photos of the items they would take on a road trip.
The campaign earned nearly 90M impressions across all channels and 145K positive likes/comments/shares. More than 165K consumers visited the site; 84% of hub visitors engaged with content, with 10K+ entering the sweepstakes.
Consumers were inspired to start imagining themselves in a new GLA, having only ever seen its cargo mat.