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The MB Place – Brand Management
Branding, Case Studies

The MB Place – Brand Management

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Client: MB Automobile Services Ltd  – The MB Place

Job: Creating a new sub-brand, The MB Place – an exclusive Mercedes-Benz sub-dealership.

Problem(s):

  • 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.

Solution(s):

  • 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.

Results: 

  • 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.

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