SITUATION: Mercedes-Benz, a globally recognized brand, found a unique challenge in Tuscaloosa. Despite the presence of Mercedes-Benz US International (MBUSI) in the city, there was a perceived hesitation among local businesses towards owning a Mercedes-Benz. The underlying concern? A potential perception of flaunting success.

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SOLUTION:  Understanding the pulse of the local sentiment, TotalCom Marketing devised a robust automotive marketing strategy. The core message? Owning and driving a Mercedes-Benz isn't just about luxury—it's about local responsibility. “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.

This campaign was a comprehensive automotive marketing initiative, utilizing traditional and digital marketing tactics. The campaign consisted of ads in the Chamber’s bi-monthly magazine and local lifestyle magazine, in addition to paid social media and targeted digital media. The “Planted in Tuscaloosa” campaign ensured that Mercendes-Benz of Tuscaloosa was positioned not just as a globally recognized car brand, but as a local economic pillar.