Motivation and objective
The new campaign "Are you AMG-ready?" marks the start of the positioning of the Mercedes-AMG brand as a sub-brand of Mercedes-Benz with the aim of strengthening the product portfolio as a performance luxury brand. The campaign not only introduces a new AMG brand identity and attitude, it also forms the communicative prelude for all upcoming product campaigns. It is designed to bind existing customers to the brand and conquer new target groups. In doing so, it focuses on the timeless AMG spirit.
AMG was born on the race track and continues to live up to this heritage. Its roots in motorsports form the basis for its continuing success. Speed, performance, team spirit, the will to win - all of these have always distinguished AMG. Customers can continue to count on these qualities. AMG is currently systematically driving forward the transformation of the company and redefining the future of Driving Performance. Electrification of the powertrain - for example under the "E PERFORMANCE" technology label - plays a central role in this.
"Performance" in this context means more than just motorsport, top speed or driving dynamics. Performance stands for the power to create new values, the energy to enable progress and the will to achieve all goals. Performance is what drives the world.
At the same time, the brand profile is being further developed. This includes, among other things, a stronger focus on lifestyle and addressing new target groups, especially younger people and women.
"Luxury" goes beyond the product: it is the emotional moment around which the brand revolves when something new opens up and endless possibilities await.
The campaign idea and concept come from the agency of British star photographer and filmmaker Rankin. "Are you AMG-ready?" is the London team's first campaign as Mercedes-AMG's new lead agency.
"The claim 'Are you AMG-ready?' sums up our transformation into a Performance Luxury brand. We are ready to redefine Driving Performance and open up our brand to new target groups. We combine the AMG spirit with the luxury of tomorrow's lifestyle and will thus further strengthen the fascination for the Mercedes-AMG brand", says Philipp Schiemer, CEO of Mercedes-AMG GmbH.
"AMG has such a great catalogue of amazing sports cars, it was a pleasure to create this work to celebrate that and to set the brand up for an exciting future with some cool talent," says Rankin, who photographed and directed the work.
