The Iconic Playlist
Mercedes-Benz
TBWA\Paris
The Challenge
In the world of music, Mercedes-Benz holds a prominent position. With 16,415 songs paying homage to the brand, it’s more than just a carmaker—it’s a cultural icon. However, many members of the new generation view it merely as another high-end car manufacturer.
The objective was to reinforce Mercedes-Benz’s status as a pop culture icon (particularly among young adults) by enhancing the brand’s image for its future-market audience—those who have a strong affinity for music.
The Solution
TBWA\Paris collaborated with Radio Nova, a renowned musical radio institution in France, to create The Iconic Playlist.
The campaign took over the airwaves for 24 hours, playing tracks exclusively mentioning Mercedes-Benz and exploring the history of music through podcasts, highlighting the deep connection between artists and the brand.
They then partnered with Universal Music to produce a limited-edition collector’s double vinyl, featuring four unique sleeve designs and tracks from artists like Kendrick Lamar, Ella Fitzgerald, and Billie Eilish.
The idea came to life through OOH, social networks, music streaming platforms, and dealerships where customers could listen to the Iconic Playlist while test-driving a Mercedes-Benz car.
The Results
