...One of the 
most authentically
committed car brands
to the LGBTQ community
.

PASSPORT MAGAZINE

SITUATION

STRATEGY

The luxury car maker, Mercedes-Benz, sought to build a relationship with the LGBTQ community, having identified them as a viable target segment.

Create opportunities
to celebrate the 

LGBTQ community in
a purposeful way.

CONSUMER MOTIVATOR

What I purchase/own reflects who
I am.

CULTURAL LANDSCAPE

Access to
equal rights.

BRAND
ATTRIBUTE

Live the best and the
best lives through you

CAMPAIGN

TTC created a series of large-scale events in multiple cities to celebrate the LGBTQ community’s growing access to equal rights.

 

The initiatives included partnering with LGBTQ influencers to build a high-indexing guest list from the banking, publishing, medical, legal and entertainment fields. And offer opportunities to live their aspiration through emotional engagement with the brand and the newest Mercedes Benz automobiles.

RESULTS

  • Drove purchase in the New York market by putting high-indexing LGBTQ guests into the seats of Mercedes-Benz 
     

  • Guests shared their enjoyment socially helping to create
    a greater online conversation further projecting Mercedes-
    Benz message

     

  • Exposure to press included Bloomberg Pursuits, Next Magazine and Passport Magazine, which dubbed the brand “one of the most authentically committed car brands” to the LGBTQ community

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