MERCEDES BENZ WEST EDMONTON
LENNART approached Mercedes-Benz West Edmonton directly to build a content partnership around the dealership's inventory. The dealership selected the highlight vehicles it wanted in front of buyers, and LENNART produced the social media content for each one.
The brief was narrow on purpose: take a specific car on a specific lot and put it in front of the people in that market most likely to walk in and buy it. Vehicle-led footage, cut for social, built to move a unit rather than build a brand.
the challenge
A dealership doesn't have a product problem. It has a sameness problem. The car in the showroom is the same car every other dealer in the country is selling, shot the same way every time: a walkaround, a spec list, a wide of the front three-quarter. None of it gives anyone a reason to drive to one dealership instead of another.
LENNART delivered social content for each highlight vehicle the dealership put forward, shot and cut for the platforms its buyers actually scroll rather than trimmed down from a longer film.
conclusion
Every dealership has the same footage. What it doesn't have is footage of its own cars, made for its own market.
