Los Serrano is a family-based drama which embodies the A Class’s values and profile of its three main target markets (men, women and families). We selected three characters to represent these profiles and developed three separate stories about their dreams, linking this with how to participate in the Star Tour and achieve the Mercedes driving experience. Using the show’s characters/actors in this way gave us higher recognition and involvement with our target markets than a regular TV spot.

Despite one of the lowest budgets, Spain delivered the second-highest number of Star Tour entries and registrations across the 17 countries where the activity ran. Site registrations swelled by 400% the day after each screening. We created unparalleled word of mouth and PR coverage for the Star Tour which led to a successful launch.