Mercedes Benz Driving Academy is revolutionising the way teenagers learn to drive, encouraging safer driving on Britain’s roads through an unrivalled curriculum. The Academy promises to coach its students to actually become good drivers, not to just pass their test, which could have devastating consequences down the line.
Freely were involved from the beginning, working closely with the inspirational head of Daimler Innovation Group. Together we defined the positioning and engagement strategy for the Academy and brought it to life with a brand identity that would speak to teenagers – cool, stylish and exciting.
We helped the Academy engage in new ways that young people preferred, via the website, Twitter, Facebook and YouTube, at any time of day. We also managed the successful launch events, where more than 2,000 young people experienced driving for the first time. The Academy was so successful that it has now rolled out into the US, Canada, Germany and Netherlands.