Mercedes “Test Drive”
This guerilla campaign by Mercedes Benz was brilliant. They went around a few cities and placed temporary Mercedes crests on the hoods of cars. Attached to the crest was a card that read “Enjoy your test drive” with information on how to find local dealers that could provide them with an actual test drive.
The strategy of this campaign was essentially to position the Mercedes-Benz brand as the superior car manufacturer in their audience’s mind. The ornament on the hood of Mercedes’ cars is certainly one of the most identifiable symbols of their brand, and this campaign perfectly plays to this idea. While the drivers probably did not actually feel any different with the ornament on their hood, it’s a perfect way to continue positioning the Mercedes-Benz brand as a top-of-the-line option in the automotive industry.