Teaming up with Uber, the brand surprised riders with MercMyRide/UberSURPRISE – Sri Lanka’s first on-demand luxury ride experience.
The sporty-chic C200 and the elite S400 Hybrid were just two of the many vehicles that set out to give the people of Colombo the surprise of their life. Filled with lavish gifts including fresh roses, bespoke chocolates and extravagant bottles of Chandon Brut, Mercedes-Benz gave couples the perfect gift of romance as well as transported tourists, CEOs and even a local celebrity in a span of just 4 hours.
With a central command center, live film crew and connected vehicles, Mercedes-Benz and Uber shared world-class resources over multiple levels of real-time collaboration to deliver a premium experience to all riders.
Saatchi & Saatchi Sri Lanka led the collaboration as one of the partner agencies assigned to the Mercedes-Benz account by its local parent company Diesel and Motor Engineering PLC (DIMO), one of the German automaker’s oldest authorised distributors in Asia.
“Adopting a digital and experiential approach has given Sri Lanka’s always-online generation an opportunity to be a part of Mercedes-Benz,” commented Rajeev Pandithage, General Manager – Sales and Parts at DIMO. “While the older demographic are the proud owners of our vehicles, the younger generation are the voice of Mercedes-Benz and its future, so it is important that we welcome their opinions and engage with them on familiar platforms that help build long-term loyalty and respect for the brand.”
Mr. Pandithage added, “As the world witnesses the growing convergence of automobile engineering and technology, we are delighted to have partnered with Uber to deliver only the best for their rapidly growing rider base in Sri Lanka. Delivering the MercMyRide experience entirely through Uber’s state-of-the-art platform has proved successful in engaging with a new generation of Sri Lankans and augmented our market leadership for the years to come.”
Shyala Smith, Creative Director and Digital Strategist at Saatchi & Saatchi Sri Lanka said, “MercMyRide with UberSURPRISE was conceptualised, promoted and executed using only digital and experiential platforms. Having fully embraced these two rapidly-growing mediums, Mercedes-Benz have taken a great leap forward for Sri Lanka and set a new benchmark in brand communications for the country.”
Sajiv Panditha, Head of Planning and Innovation at Saatchi & Saatchi Sri Lanka added “The brand chemistry between Mercedes-Benz and Uber offered the perfect opportunity to do something Sri Lanka has never seen before and enabled us to inspire the future of how brands engage with consumers.”
To look back at action from MercMyRide/UberSURPRISE, watch the experience video at https://youtu.be/-rRkywts5Hc or browse through the photos on the Mercedes-Benz Sri Lanka Facebook Page.
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