Historically, Mercedes-Benz’s digital communication strategy focused on speaking to the VIN, not the consumer. As such, they provided customers with information about their car, without recognizing the individual customer’s unique history with the brand. Unfortunately, this approach simplified the highly personal nature of ownership into a one-size-fits-all experience.
By creating a “New Owners Welcome Series,” Mercedes-Benz sought to challenge this long embedded strategy by providing each customer with relevant, streamlined, and personalized communications based on their history with the brand and not just their newly purchased vehicle’s attributes. In particular, Mercedes-Benz sought to create a communication journey that could be tailored fit to each customer, not just today, but in the future as well.