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Mercedes-Benz B-Class

Mercedes-Benz was targeting the young-minded with its new mid $30K B-Class. Lowe Roche had to appeal to a broader market without tarnishing the car company's reputation with its core upscale target. They decided to marry contrary notions of the new brand: It's a compact car that isn't small and is also safe. It's an inexpensive car with expensive design. And it's a Mercedes-Benz model that's fun.

The creative drove people to theanswerisb.ca, where they could take a virtual tour that encouraged them to visit their local dealership. When the campaign had just launched, dealers were already reporting higher traffic and an expanded demo of people walking through their doors. And only two weeks after the launch, over 150

B-Classes had already been sold.

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Be Safe	Super Size
Anti-cubicle	Sandwich
Joystick	Think
SS Roomates	SS Nemesis

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