PROJECT/CAMPAIGN: Planted in Tuscaloosa

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SITUATION: Even though Mercedes-Benz US International (MBUSI) is located in Tuscaloosa, it was believed some in the local business community were hesitant to own and drive a Mercedes-Benz, for fear of appearing to flaunt their success.

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SOLUTION: The local dealership, Mercedes-Benz of Tuscaloosa, needed a campaign to convey that owning and driving a Mercedes-Benz was actually being locally responsible. “Planted in Tuscaloosa” was developed, highlighting that because of MBUSI, thousands of jobs and millions of dollars are infused into the local economy – and driving a Mercedes-Benz contributes to the local economy. The campaign consisted of ads in the Chamber’s bi-monthly magazine and local lifestyle magazine, direct mail and social and digital media.