Mercedes-Benz: Das Beste oder nichts – The Power of Narrative

Mercedes-Benz was lacking appeal among younger affluent car buyers, being perceived as too expensive and quite old-fashioned. It was also losing sales to its German competitors. By reinventing Daimler's 126-year-old motto ‘Das beste oder nichts’, with ads based on forgotten Mercedes-Benz stories and old black and white photographs that told the story of an unbending ambition to produce the best, Mercedes-Benz reinvented itself. The campaign increased ROMI by 413%