Insights
Industry
People
Culture
Brand Studio
Facebook Hub
Choueiri Group Deep Dives
OMD Corner
LEAD with ABG
Insights
Brand Studio
Facebook Hub
Choueiri Group Deep Dives
OMD Corner
LEAD with ABG
ABOUT US
CONTACT US
ADVERTISE WITH US
Insights People
Back
Alexander Elsas : "Mercedes-Benz Has Enjoyed a Long Association with the Creative World"
By Arjun RKSun, Nov 08 2020

Contact

Communicate speaks with Alexander Elsas, Head of Marketing and Communications of Mercedes-Benz Cars Middle East, to learn more about their new initiative titled ‘How To’ and what it hopes to achieve. 

alexander-elsas--mercedes-benz-has-enjoyed-a-long-association-with-the-creative-world

The Mercedes-Benz "How To" campaign, a global fashion storytelling platform aiming to nurture local fashion creative talent, launched in the region in October in collaboration with Fashion Forward. The campaign brings together artists, designers, and musicians within the #mbcollective which, in the region, features Saudi fashion designer Arwa Al Banawi, Saudi model Shahad Salman, and Dubai-based musician Layla Kardan, and focuses on self-improvement, celebrating curiosity, and encouraging one another to learn.

 

 

What were the reasons behind the introduction of this initiative in the region during the current crisis?

The ‘How To’ campaign, launched by Mercedes-Benz globally in 2019, brings together game-changing protagonists and extraordinary talents from across the region and offers an inspirational platform to members of the public to acquire new skills and achieve their goals.

The idea behind the campaign which is targeted at creatives is all about bettering themselves through skill-sharing and self-improvement, unlocking passion, and inquisitiveness.

The current climate, with new social rules and dramatic changes to the way we all live our lives, has proved to be the ideal time to launch the ‘How To’ campaign. It shows that positive change can be achieved regardless of the situation you find yourself in. [It also shows] that we can all aspire to evolve and grow our abilities and knowledge into something greater, by acquiring skills that will last a lifetime and open up new doors of opportunity.

The protagonists who participated in the ‘How To’ campaign are popular, positive, and influential figures who each have an eclectic appeal among residents, across the region. They each set goals that could be reached and have either made them a reality or [are] working towards it, through this campaign. Their popularity definitely contributed to the positive impact the campaign enjoyed and the way it was able to reach its audience in an upbeat and confident way. Thanks to the participants, ‘How To’ was received as a fantastic, optimistic, and constructive campaign that delivered a wonderful sense of aspiration that many can relate to.

Why did you select these specific themes for the regional version of the initiative? 

The regional version of the ‘How To’ campaign is focused on self-improvement. It celebrates curiosity and encourages people to learn, to enrich their craft, and expand their talents into new and exciting directions.

The individuals chosen to be involved as the faces of the campaign are at the peak of their careers and are excelling in their chosen field of work. They truly represent some of the freshest, most exciting, and innovative talents in the worlds of art, culture, and fashion, which fits perfectly with Mercedes-Benz- as the brand has long been synonymous with these essential lifestyle elements. ‘How To’ was the push they needed to try something new, with the brand helping to spark a desire to make a dream a reality.

At the beginning of the campaign, each protagonist was asked what skills they wanted to learn. These goals were completely achievable, but for whatever reason, they have never felt comfortable enough to actively follow them through to fruition. In a region where the creative industry is burgeoning and, on the rise, initiatives such as the “How To” campaign provide us with an opportunity to showcase creativity, storytelling, and self-improvement.

What does the initiative hope to achieve?

By bringing together resourceful, talented and prominent individuals from different spheres of the arts and fashion worlds and sharing their inspirational stories with the region, the ‘How To’ campaign aims to inspire innovation and creativity among people of all ages and in all segments of society.

Mercedes-Benz has enjoyed a long association with the creative world, and we want this fruitful partnership to grow and expand into many more areas and spheres of knowledge and imagination.

The brand would not be where it is today without a passion and desire to redefine the principles and parameters of our industry and aspire to go beyond what was expected – we hope to stir the same appetite among the region’s young and creative community with ‘How To’ campaign.

How has it fared in other countries?

This is the first time ‘How To’ has been launched in the region, the global launch in 2019 was extremely successful and we will see this rolling out in more countries. It has been a wonderful call to action for all those involved, and equally for all those who have watched as the campaign has been rolled out in the media, to step out of their comfort zone and achieve their dreams.

It has helped to position the brand at the forefront of an exciting movement that celebrates taking the initiative, stepping into the spotlight, and making the exceptional happen.

What does the initiative bring in terms of innovation? 

The ‘How To’ campaign shows that the desire to innovate, to modernize, and revitalize can be found deep in each of us – all we need is the opportunity to tap into this passion and drive to make it a part of our daily lives.

Having the confidence and the drive to step out of your comfort zone and learn a new skill is, especially in these tough times, incredibly important and shows a sense of strength, bravery, and forward-looking optimism, that is essential to successfully tackle any problem life puts in front of you.

A pioneering sense of adventure, a need to face down and overcome any and all challenges and ultimately to redefine the world on your terms is etched into the DNA of Mercedes-Benz. The spirit of adventure, of delivering ground-breaking excellence and revolutionary invention is what has inspired Mercedes-Benz since the company’s inception.

We’ve never been afraid of trying new things, of exploring new fields of work and ways of thinking – the ‘How To’ is an open invitation to us all to stop dreaming and start doing, it’s a platform from where we can launch into a brighter future and make the incredible happen in our lives

RELATED TOPICS
Mena Mercedes Storytelling
MORE IN People
People
November 05, 2020 Let the Spoofing Begin: How to Do Parody Advertising Right

Parody advertising is a double-edged sword. It can be pretty effective, but it can also backfire spectacularly. To understand what works and what doesn’t, Communicate spoke to Jaison Ben, Creative Director at Publicis Middle East, who was behind the campaign for Nescafe 3in1’s new packaging, unveiled earlier in the year. How to know when parody […]

People
November 05, 2020 How Gaming Is Powering On in MENA as a Strong Marketing Channel

Interested in the fast-growing gaming community in the region? Communicate spoke with Mathew Pickering, Managing Director at gaming and esports communications agency Power League Gaming, to break it down for you. What does PLG do, exactly? Power League Gaming connects brands with Arabic gaming and esports audiences, primarily across MENA, of which 30% of the […]

People
November 02, 2020 How the Right Loyalty Program Can Help During a Pandemic

A little more than a year ago, Majid Al Futtaim unveiled Share, its app-based lifestyle rewards program. A few months later, Covid-19 struck. Communicate sat with Kashmira Motiwalla, Head of the Share loyalty program at Majid Al Futtaim, to discuss what that meant for the newly-launched initiative. What impact did the pandemic and the lockdowns […]

People
October 27, 2020 Why Investing in Programmatic Advertising is a Safe Bet

Imad Jomaa, Founder and President of Lebanon-based holding company JGroup, explains how he sees programmatic in light of JGroup’s recent investment in FoxPush, a Dubai-based full-stack solution for publishers and digital advertisers. How fast is the programmatic ad market growing in the region and what is driving this growth? Programmatic advertising is growing rapidly across […]

Subscribe to

our newsletter.

This site uses cookies: Find out more.

Logo
  • Insights
  • Industry
  • People
  • Culture
  • Brand Studio
  • Facebook Hub
  • Choueiri Group Deep Dives
  • OMD Corner
  • LEAD with ABG
  • About Us
  • Contact Us
  • Advertise With Us
  • Privacy Policy
  • Disclaimer
NEWSLETTER

Get a monthly round-up of Communicate's best insights

© 2020 communicateonline.me
About Us
Contact Us
Advertise With Us
Privacy Policy
Disclaimer
icon
icon
icon
icon
icon
© 2020 communicateonline.me