Client: MB Automobile Services Ltd – The MB Place
Job: Creating a new sub-brand, The MB Place – an exclusive Mercedes-Benz sub-dealership.
- Creating a new brand identity for a dealership subsumed by its global marquee franchise.
- Create identity capable of attracting other luxury, con-competing marquee franchises.
- Print-focused campaign that adhered Mercedes-Benz global layout formats but contextualized the copy.
- Adverts started a 10+ years “conversation” with owners of the brand’s cars – alluding to local issues…
- Supported with branded promotions, i.e. polo tournaments, fashion shows and art exhibitions – especially branded marketing collaterals.
- 15+ years account management relationship!
- Client became ECOWAS sub-regional distributor ♯1 for Mercedes passenger cars.
- Eventually became General Distributor for Nigeria which is 65% of sub-region’s vehicle market for all Daimler – Benz AG vehicles…
- Acquired other luxury marquees, such as,
- Bang & Olufsen – renowned Danish AV systems marquee.
- Sapporiti s.a. – Milan’s famous light fittings design studio.
- TechnoGym s.a. – luxury Italian exercise machines.
Assignments: Creation of media campaigns, in traditional media, for a specialist Distributor and workshop of Daimler-Benz passenger vehicles…
1. Due to country-specific regulations, this afforded need for local creation of materials, strictly guided by brand’s Style guidelines in copy and layout!
2. Led to creation of award-winning press ads over 10-year period
3. Management of numerous product launches (C/M/A-Class vehicles)
4. Branded “Special Event” promotions, i.e. sponsorship of Fashion Shows, Polo tournaments, Art exhibitions, etc.