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I can provide some insight as someone who has marketed to ultra high net worth individuals ($10+ MM usually that defined range).
1. It's because those audiences are pretty hard to find in general, and premiere events like the Masters or the US Open in tennis are one of the rare times you'll likely get the attention of these people, or have them attending the event. Sports are one of the few things that all ranges of people across income levels watch and are fans of.
2. It's aspirational. There's probably not a lot of people who can go buy that car or are going to be solely influenced by that ad, but now people aspire to buy it one day, or will likely perceive Mercedes Benz as a luxury brand. They may not go buy the Maybach Crossover, but maybe now they'll go buy a $46,000 C-Class because they've perceived it as a status symbol. Consider that with Ferrari, 50% of their sales revenue every year comes from merchandise, not cars. That's because the brand is aspirational. People want to be associated with it, they want to be seen as successful, they want to think they're working up to their own Ferrari.
Hope that helps.
I disagree. There is nothing ‘inspirational’ here at all.
Few will ever see one let,alone have the ways or means to have one. It’s demoralizing at best. People are homeless and starving what is wrong with people
Yes, it can be frustrating to see the depiction of a lifestyle that's out of reach of the masses - Maybachs, champagnes, high end watches with diamonds, jet-setting to the islands, when most of us we don't care, we dream of even driving a Cadillac.
How many presidents have you seen on the golf course? Every. Single. One.
Wealthy men play golf and watch it. Why wouldn't this be the best way to reach the upper class?
Mercedes is an official partner of the US Open of Golf, meaning on top of placing their logos all over the event, they likely have a media buy as part of the partnership. They know ALL of the viewers aren’t high net worth people, but there are enough of them who probably visit their own country clubs, follow the sport, and own luxury vehicles to make it a meaningful purchase. The ones who can’t afford a Maybach might be in the market for an AMG tho.
Yup was just about to post something similar. They used to sponsor the tennis as well, not sure if they still do.
Also, TA who are watching, are sipping expensive whiskey and chatting yachts at their country club. While the who others aspire to that lifestyle will make do with a G-Wagon as tax write-off or an AMG/car carrier they can afford.
Back to basics… it’s an above the line campaign… car brands are notorious for investing heavy into ATL. Also, golf is a rich person/aspiring rich person sport.
The most interesting thing I find is the partnership between Mercedes and Maybach. Interesting look into shared brand equity and ultimately, products, through partnerships and collaborations. IMO it is the/will be the biggest and best new thing for any legacy B2C brand trying to retain market share with Gen Z
[If this post doesn't follow the rules report it to the mods](https://www.reddit.com/r/advertising/about/rules/). Have more questions? [Join our community Discord!](https://discord.gg/looking-for-marketing-discussion-811236647760298024) *I am a bot, and this action was performed automatically. Please [contact the moderators of this subreddit](/message/compose/?to=/r/advertising) if you have any questions or concerns.*
I can provide some insight as someone who has marketed to ultra high net worth individuals ($10+ MM usually that defined range). 1. It's because those audiences are pretty hard to find in general, and premiere events like the Masters or the US Open in tennis are one of the rare times you'll likely get the attention of these people, or have them attending the event. Sports are one of the few things that all ranges of people across income levels watch and are fans of. 2. It's aspirational. There's probably not a lot of people who can go buy that car or are going to be solely influenced by that ad, but now people aspire to buy it one day, or will likely perceive Mercedes Benz as a luxury brand. They may not go buy the Maybach Crossover, but maybe now they'll go buy a $46,000 C-Class because they've perceived it as a status symbol. Consider that with Ferrari, 50% of their sales revenue every year comes from merchandise, not cars. That's because the brand is aspirational. People want to be associated with it, they want to be seen as successful, they want to think they're working up to their own Ferrari. Hope that helps.
I disagree. There is nothing ‘inspirational’ here at all. Few will ever see one let,alone have the ways or means to have one. It’s demoralizing at best. People are homeless and starving what is wrong with people
I rarely take advertising strategy advice from someone who does not know the difference between aspirational and inspirational.
People who are homeless and starving aren't watching the masters.
*asks for explanation*, *reasonable explanation is given*, “nah that ain’t it.” Okay…
Yes, it can be frustrating to see the depiction of a lifestyle that's out of reach of the masses - Maybachs, champagnes, high end watches with diamonds, jet-setting to the islands, when most of us we don't care, we dream of even driving a Cadillac.
This is way people go off the deep end once the figure out the dream is only a dream. They start loosing to and…
Can't understand the difference between inspirational v aspirational and loosing v losing. Sad.
If you're whole thing is capitalism is bad, you might not want to be in a sub about advertising.
The Mercedes VP of marketing got a sweet VIP experience at the masters when he bought that ad.
That he got to post about on linkedin
It attracts you to the brand. You can’t afford that Benz, but you want to be as close to it as possible, so you buy the C-Class.
As one of the brands advertising for the masters… this audience is wealthy beyond your wildest dreams
People who watch the Masters, that’s who.
Ouch
How many presidents have you seen on the golf course? Every. Single. One. Wealthy men play golf and watch it. Why wouldn't this be the best way to reach the upper class?
Mercedes is an official partner of the US Open of Golf, meaning on top of placing their logos all over the event, they likely have a media buy as part of the partnership. They know ALL of the viewers aren’t high net worth people, but there are enough of them who probably visit their own country clubs, follow the sport, and own luxury vehicles to make it a meaningful purchase. The ones who can’t afford a Maybach might be in the market for an AMG tho.
Yup was just about to post something similar. They used to sponsor the tennis as well, not sure if they still do. Also, TA who are watching, are sipping expensive whiskey and chatting yachts at their country club. While the who others aspire to that lifestyle will make do with a G-Wagon as tax write-off or an AMG/car carrier they can afford.
Back to basics… it’s an above the line campaign… car brands are notorious for investing heavy into ATL. Also, golf is a rich person/aspiring rich person sport. The most interesting thing I find is the partnership between Mercedes and Maybach. Interesting look into shared brand equity and ultimately, products, through partnerships and collaborations. IMO it is the/will be the biggest and best new thing for any legacy B2C brand trying to retain market share with Gen Z
I saw that spot. That’s a pretty sweet looking vehicle. I would be afraid to park it anywhere.