CASE STUDY

 

MERCEDES-BENZ
2019 LGBTQ CAMPAIGN

 
 

THE MISSION

For the fifth year in a row, The Mixx has creatively led the Mercedes-Benz LGBTQ campaign, and continued to strengthen the brand’s relationship with the LGBTQ community. Through cultural landscape research and community interviews, The Mixx determined that “community” and “LGBTQ history” would be the focus of conversation surrounding Pride 2019 and the 50th anniversary of the Stonewall Uprising, a milestone of LGBTQ US history. With this insight and The Mixx’s deep understanding of the Mercedes-Benz brand goals, we developed this year’s “Together” campaign.

 
 

Click to play video

MB_LGBTQ19_laptop_ADs.jpg
When it comes to starting an LGBTQ campaign, brands and companies who are hesitant to enter the space can follow the example of Mercedes Benz, who took a “ground-up” approach. Mirroring the timeline of marriage equality in the US, their campaigns progressed from focusing on the product, to shifting communication to focus on the larger LGBTQ community.
— Kevin Milian, Associate, Product & Innovation, Carat US and Head of Carat PRISM, internal LGBTQ+ community group
MB_LGBTQ19_digital_ads_2.jpg

THE CREATIVE IDEA

“Together” is a campaign concept that celebrates the bonds and support systems that exist within the diverse LGBTQ community. Our outreach for Mercedes-Benz’s LGBTQ campaign aims to affirm the brand’s commitment as an ally to the community and to support its successes, history, and the road ahead. Through a well-crafted story, the brand and the community are brought together seamlessly and naturally, with Mercedes-Benz positioned as an authentic and vocal supporter for the community’s movement forward.

LGBTQ COMMMUNITY INVOLVEMENT

The Mixx values collaboration, and similar to 2018’s “Chosen Family” campaign, we again included a diverse cast for 2019 to partake in the filming of this campaign. This year we featured transgender activist, model, dancer, and actor Leyna Bloom, who contributed her voiceover to our long-form video. By featuring members of the community it not only adds to the authenticity of the creative, but allows them to be a direct participant in the effort.

DeliVERABLES

  • Video content

  • Social content

  • Digital ads

Digital rollout

Taking the campaign’s photography and messaging, The Mixx created a wide range of rich media, interactive HTML 5 Banners, and social posts that were strategically targeted to the LGBTQ community and allies.