The Mercedes-Benz brand worldwide, including in Poland, is associated with class, success, life achievements, but also with… settling down.
This set of traditional values is also attractive to a new generation of consumers. A good job, a successful family, a secure future still constitute the universal goal of most young people. However, a new phenomenon is the – seemingly contradictory – reluctance to lose what makes young people's lives exciting: adventure, constantly new experiences, spontaneity, freedom.
Meeting expectations head-on
In one of the most important global campaigns in recent years, "Grow Up," Mercedes addresses the situation in which young people currently find themselves, provocatively showing that these two worlds can be brought together. You can "grow up" without losing any of your style, energy, or authenticity. You don't have to fall into clichés and routine career paths. You have the right to keep your freedom and emotionality.
This is a very unconventional way of talking about traditional ideals. Mercedes – a brand that combines contemporary design and advanced technology with an exceptional heritage – is particularly predestined to enter into such a dialogue with the young generation of drivers.
A completely new perspective on customer needs
The unusual campaign, striking with the authenticity of its photography and its energy, focuses more on the lifestyle of today's "young adults" than on the cars that accompany them. The campaign is the brand's largest communication undertaking in the area of content marketing in its history. It consists of nearly 100 film materials and 90 image and product layouts, used primarily in digital channels, but also in cinemas, television, press, and OOH. The star of the campaign, appearing among other protagonists, is American rapper A$AP Rocky.
The adaptation of the campaign for the Polish market was prepared by the agency BBDO Warsaw, and the media were planned by the media house Zenith.
In all markets, including Poland, the campaign is generating lively comments and discussions among internet users, which is not surprising given the style – unprecedented in car brand campaigns – as well as the nature of the message, which directly touches on the life dilemmas of Generation X and Y.
Terms from the article
OOH — Out of Home / out-of-home advertising. Advertising that reaches audiences outside the home, e.g. billboards, citylights, public transport carriers, advertising at airports, and large-format screens. It requires planning of location and exposure.
Why it matters: It works where people already are: on streets, at stops, on commuting routes. It builds local reach and brand recall without fighting for attention in an overloaded internet.
When it is used: For building awareness, local campaigns, and supporting launches; location and exposure decide everything.
What skipping it risks: A purely digital campaign bypasses people away from screens — and purchasing decisions are also made on the way to the store.
