In Singapore, a region where purchasing a car has long been seen as a symbol of status and wealth, how could we convince young professionals and families that leasing is a smarter choice? We needed to show them it was possible to experience luxury without incurring huge debt.
Basically, we tackled the leasing stigma head on. We created buzz around an unmissable offer – put 0% down to lease a brand-new Mercedes-Benz versus putting 40% down to finance one. Responsive landing pages de-bunked some of the myths associated with leasing, positioning it as a smart lifestyle choice and mobility strategy. While a supporting eDM series and complementary social posts on Facebook and LinkedIn, drove engagement among our audience.
We showed the young professionals and families that formed our campaign’s target that leasing is a smarter choice, and that you don’t have to take on inordinate amounts of debt to experience luxury.
Overall, 25% of the client’s new leasing leads were generated by the site we built, alone. The campaign worked so well because we clearly expressed how this user-driven product offers higher affordability, no depreciation risk and the peace of mind that comes from complimentary benefits that only Mercedes-Benz can offer. All huge draws to MB’s evolved consumer.