GMR

Develop a program in support of the launch of the new C Class, offering test drives in a non-conventional, sales-free environment.

GMR partnered with 59 restaurants across the US to create a unique program where consumers test drove the new C240 sedan then received a "New C" signature appetizer prepared by the restaurant and served compliments of Mercedes-Benz.

Program provided 9,591 test drives plus 3,346 demonstrations and involved the participation of more than 85 Mercedes-Benz dealerships.