Mercedes-Benz x Avatar
The ask
Leverage a notable film franchise to generate mass awareness of and affinity for Mercedes-EQ
Tap into the film’s IP to bring to life the core Mercedes-EQ pillars: sustainability, connectivity, mobility, innovation/technology, and design
The approach
Partnered with Disney’s Avatar to highlight an overarching narrative around the importance of preserving our beautiful Mother Earth, similar to the Navi’s Pandora World
Tapped into Avatar’s creators to showcase the deep connection between Mercedes-EQ and the film franchise
Leveraged a 360 campaign with innovative touchpoints to deeply connect with consumers
The campaign
Announced the partnership through the reveal of the Vision AVTR concept vehicle at CES 2020
Hosted a keynote presentation at CES with stakeholders from Mercedes-Benz, Disney, and the Avatar production team to further discuss the unique collaboration
Rolled out video and display assets across a number of channels to communicate the overall campaign storyline: digital (paid + organic), social (paid + organic), broadcast, PR, and CRM
The results
Vision AVTR social posts and YouTube videos continue to garner sustained engagement
Teaser video received almost 1MM views on YouTube, and social posts have garnered over 1MM+ engagements
