I happen to have an interesting insight regarding Mercedes in my developing country: Egypt, which can also work for other countries, such as India.
It started with an observation, that most trucks on our Egyptian highways tend to over-decorate their trucks with colorful stickers especially putting high emphasis on the Mercedes logo (by oversizing it on the back of the truck, putting some additional elements around it, such as flames…etc).
This is due to the fact that most people aspire to Mercedes as a brand. So whether the truck is originally a Mercedes or not, its driver will always find pride in claiming that it is one & brag about it. This shows how Mercedes has managed to be a love mark in the heart of Egyptians, who dream of owning a Mercedes or who simply find pride in showing it off in their own "Kitschy" way.
I've been trying to do some nice footage, but I think I need more equipment than my simple iPhone camera on the road. So I decided to vectorize the footage, played a bit around to create some interesting gifs that deliver the same feel of those trucks.
I believe this insight can be used in multiple communication platforms & can be taken further in the form of a hashtag that can go viral; it can even be a great case study for Mercedes & how the different cultures interpret the brand or just exhibited as folkloric artifacts. #mercedes_wannabe
