The starting point: Everybody knows Daimler’s registered trademark for vehicles, Mercedes-Benz. It’s one of the world’s strongest brands and was nominated as the most valuable premium car brand in the world in 2017 – and the strongest brand in Germany.
Special offers and short reaction times play a decisive role in the direct communication between car dealers and customers – and are vital for business success. Every dealer acts as an individual business, and they all represent the Mercedes-Benz brand. That’s why the German sales team at Mercedes-Benz was searching for a tool to support the creation of a range of marketing materials in a way that ensured consistency, offered flexibility and protected its brand.
The task: To develop a tool that gives subsidiaries and dealers the freedom to create customized marketing material in line with the overall brand design guidelines.
The challenge: To save dealers time and money, while ensuring brand consistency.
DGM agency for communications:
The German sales team at Mercedes-Benz was looking for a tool that could support its subsidiaries and sales partners in creating marketing material in a way that is consistent – but also customized. In particular, the team wanted to make sure all material was in line with the overall corporate design guidelines, while also enabling dealers to save time and resources. That’s why we developed a web-based platform for creating marketing material in 2014 that has been continuously expanded with new areas and marketing formats ever since.