SITUATION

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

STRATEGY

Create opportunities to celebrate the
LGBTQ community in a purposeful way.

CONSUMER MOTIVATOR

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CULTURAL LANDSCAPE

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BRAND
ATTRIBUTE

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CAMPAIGN

TTC created the Together We Dream events, that celebrated
the LGBTQ community’s newfound access to an important facet
of the American Dream—marriage.

 

The initiative included recruiting LGBTQ influencers in the banking, publishing, medical, legal andentertainment fields and
offering them a sneak peek
at the newest Mercedes-Benz dream
machines, while enjoying craft cocktails and performances
by chart-
topping musical artist, Betty Who.

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

  • Helped to create social media buzz with guests calling the event the “premier” LGBTQ event and social followers commended MBUSA for supporting the LGBTQ community, posting “way to go @MBUSA! #TogetherWeDream” 
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  • 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

RESULTS

  • Facebook - Black Circle
  • LinkedIn - Black Circle
  • Instagram - Black Circle

© 2019 The Thomas Collective