Campaign: Wishbox
Brand: Mercedes-Benz
Agency: Omnicom Group
Why the Mercedes-Benz campaign rocks:
The Wishbox campaign stood out because it highlights more than just a purchase; it helps make the dream of owning a Mercedes-Benz accessible to many. What makes Wishbox unique is the way it approaches car ownership. Instead of focusing solely on the product, it focuses on financial flexibility that aligns with the different life stages of the customer and the different circumstances they face. Each of the solutions—whether it’s the step-up payments, the holiday option, or the annual benefit plan—takes into account what customers need, helping them manage their finances while achieving their goal of owning a luxury car.
The campaign shifts the perception of owning a luxury vehicle — showing that it doesn’t have to come with financial strain or compromise. It gives customers the power to decide how they want to approach car ownership, making it more accessible without sacrificing the high-end experience that comes with a Mercedes-Benz. This approach not only elevates the brand but also connects with consumers on a personal level.
The author is co-founder and joint managing director, BLS International.