Today more than 50% of all product searches are started on Amazon and not on Google. We used this fact to promote the new E-Class where the customers are in the right mood for shopping and information about new products.

We used Amazon client insights to identify and address our target group in the Amazon universe and we created targeting segments by combining the Amazon data with Mercedes data. We combined this targeting with display ads that were delivered on Amazon and on the Amazon Advertising platform to lead the users to the product page. On this product page the users went into the E-class world and had the possibility to arrange a test drive.

Not only that we generated 250% more test drives than with comparable campaign at a 75% lower Cost per lead. Also the interaction rate confirmed this approach: every 2nd user used the further information on the product page. At the same time this campaign marks the next step on Daimlers way to “Best customer experience”, a customer centric approach that puts strong emphasis on the customer.

E-Class@Amazon was a success not only regarding the number of generated test drives but also regarding the user engagement that was clearly higher than on the MB-owned website. At the same tome Mercedes-Benz took a step on the way to Best-Customer Experience with this first mover approach.

Knowing that Amazon is a highly relevant shopping platform, we have taken account of this development and promoted the new E-Class on Amazon. As a first mover from the premium automotive sector the E-Class had its own product page with the well-known elements like reviews of other clients – although the E-Class could not be bought on Amazon.

Test drives are still an important part of the buying process of a new car. The big challenge is to bring the right persons in the car and not only people that want to test a new model without concrete buying intentions. Together with Amazon we overcome this problem with innovative targeting technology.