The Launch of the Mercedes-Benz Concept AMG GT XX

The Challenge

The launch of the Mercedes-Benz Concept AMG GT XX was a pivotal moment in strengthening the brand's electric performance credentials in the UK. As a halo concept, it needed scale, prestige, and premium presence at the top of the funnel. With broadcast TV unavailable due to approval constraints, the team faced a critical challenge: how to deliver the impact of an AV-led launch without AV.

The Strategy

Rather than treating digital as a TV substitute, the communications strategy was rebuilt from scratch. Premium digital video became the hero format, offering greater control, richer measurement, and, in key areas, even stronger brand-building potential.

Execution and Innovation

A curated ecosystem across YouTube, Connected TV, and a pioneering Netflix activation via DV360 recreated the reach and attention of broadcast. Layering Carwow first-party data added precision and accountability beyond what TV could offer. Advanced measurement supported the approach end-to-end, including YouTube Brand and Search Lift and a server-to-server Lucid Brand Lift study for Netflix.

Results

The campaign delivered broad reach, high attention, and significant lifts in awareness, consideration, and intent, proving that premium digital video can rival, and even surpass, traditional AV for brand building.

Judge's Verdict

"A high-quality blueprint that sets a new benchmark for modern brand building and future automotive launches."

"Convincing results that translated upper-funnel exposure into real intent signals, seamlessly linking awareness to consideration and leads."