For the launch of the new Mercedes Benz A-Class in spring 2018, we supported Kenny’s Auto-Center with a PR stunt and media work. In addition to announcing the availability of the new A-Class, the goal was to adress the female target group with PR measures. So we developed a unique PR stunt: the A-Class discount for women.
Female buyers were able to benefit from a CHF 1,000 discount on the new A-Class at the start of the communication campaign. We used the gender pay gap as the emotional trigger for communications. With the “women’s bonus” we spread the message that Kenny’s Auto-Center is fighting the gender pay gap and supporting women. To draw attention to the PR campaign, we created the design and branding of a taxi ad campaign in the Zurich area.
On the first day of the campaign, we organized a PR stunt for content production: We photographed two well-known female soccer players of the FC Zurich in front of the branded taxis and subsequently placed the strong media image in regional and national media. Our cheeky campaign created a lot of media attention for the launch of the new A-class.