Designing and implementing a brand made by racers and for racers.
Mercedes-AMG is one of the most desirable automotive brands. What was missing, however, was the most desirable and stylish apparel for the AMG customer. Apparel being an important feature in the high-performance automotive world, a new brand had to be developed. Mercedes- AMG organized a brand collaboration with ASSOS of Switzerland, (a well-known, leading proven performance brand from the cycling industry) to develop outstanding products in a new undefined category. FRASER’s task was to present the new brand as a new AMG product, starting from the concept, over the design to product development and delivery to the end consumer. The real challenge was to maintain the highest quality and luxurious feel that an AMG customer expects from his products, as well as tell a compelling story about the brand, including video content, partnership growth, and awareness, ultimate engagement, and most important of all, sales.
Strategy, branding, campaign, integrated marketing, content strategy, social media, influencer marketing, products and platforms, commerce, performance marketing, data science and analytics, technology, experiential
Strategy, branding, campaign, integrated marketing, content strategy, social media, influencer marketing, products and platforms, commerce, performance marketing, data science and analytics, technology, experiential
Strategy, branding, campaign, integrated marketing, content strategy, social media, influencer marketing, products and platforms, commerce, performance marketing, data science and analytics, technology, experiential
Strategy, branding, campaign, integrated marketing, content strategy, social media, influencer marketing, products and platforms, commerce, performance marketing, data science and analytics, technology, experiential
Strategy, branding, campaign, integrated marketing, content strategy, social media, influencer marketing, products and platforms, commerce, performance marketing, data science and analytics, technology, experiential
Strategy, branding, campaign, integrated marketing, content strategy, social media, influencer marketing, products and platforms, commerce, performance marketing, data science and analytics, technology, experiential
Strategy, branding, campaign, integrated marketing, content strategy, social media, influencer marketing, products and platforms, commerce, performance marketing, data science and analytics, technology, experiential
Strategy, branding, campaign, integrated marketing, content strategy, social media, influencer marketing, products and platforms, commerce, performance marketing, data science and analytics, technology, experiential
Strategy, branding, campaign, integrated marketing, content strategy, social media, influencer marketing, products and platforms, commerce, performance marketing, data science and analytics, technology, experiential
Strategy, branding, campaign, integrated marketing, content strategy, social media, influencer marketing, products and platforms, commerce, performance marketing, data science and analytics, technology, experiential
We helped the brand to evolve its new business idea from scratch to an established leader in automotive performance wear. First, a sophisticated brand was created from zero, with all its marketing and media strategies. Then we joined the dots between POS, E-commerce, always-on communication, and marketing campaigns in more than 15 offline and digital channels. Last but not least, we completed and ran the E-commerce in over 60 countries, designing, and managing the rollout of POS sales platforms for more than 40 AMG dealers around the world.
The first clothing range in the world that’s custom designed for AMG enthusiasts.
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