Experience the Extraordinary
Brief
Mercedes-Benz, poised to open its new brand space in Dubai Design District, faced a unique challenge – to shift the focus from a traditional product-centric approach to a more experiential one.
Mercedes-Benz challenged us to redefine the brand space as an experience rather than a display of cars and after-sales services.
Solution
To address this challenge, our team devised a comprehensive strategy that unfolded across three main pillars emphasizing Art & Architecture, Fashion, and Culinary aspects.
What
We Did
Launch Creative Direction
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CGI reveal film (G-Class unveiling the building)
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Three cinematic teasers, each following one character through the space. Three pillars: Art and Architecture, Fashion, and Culinary.
Ongoing Social Media Management (18+ months)
Three-phase event content system (anticipation, real-time, recap). Seasonal art direction with rotating palettes. Bilingual Arabic/English. Coverage across Brand Center + Off-Road Experience Center.
What started as a launch film project became a retained social media partnership.
Now 18+ months and running.
Followers:
~0 (June '25) → 7,036 (April '26) · +7,036 gained in 10 months
Avg. engagement rate:
~11% organic · Peak: 92.3% ER (Coffee Day collab, Oct '25)
Top post:
MBCME × AMG Kaffeehaus International Coffee Day · 180K+ views in Feb '26
Events covered:
80+ across 10 months · 565K total organic views
The Result
01
02
03
Launched the Brand Center’s social presence from zero.
Built a three-phase event content system and seasonal art direction framework.
Scope expanded from launch films to full social management. 18+ months retained.
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