Mercedes-Benz, together with agency BBDO WWA, prepared the campaign ‘The Mood Colors of Poland’ to promote the manufacturer’s first premium T-Class small van model in Poland. The campaign involved outdoor activities consisting of illuminating a selected floor of the company's headquarters in Warsaw and displaying the car in front of the building. Also, there was a nearby billboard illuminated accordingly. Eight colors were described with dozens of hashtags that expressed them (#joy, #love, #sadness, etc.).
In the next stage, using Brand24, the team monitored different internet sources. This part of the project required a small investment of time and money, high reliability of data, and a language filter to only find content written in Polish. Brand24 met all these criteria and helped the team track mentions throughout the campaign.
As a result, Brand24 collected nearly 200k mentions in two weeks. The campaign promoting the new T-Class was successful, quadrupling the time spent on the landing page dedicated to the small van.