In 2025, Mercedes-Benz sought to reignite brand desire in Ireland by connecting with a new, younger audience as a pipeline for growth. There was a desire to move to more brand-led communications, and it was felt that Mercedes Benz needed a platform that could make it iconic again within Irish culture.
Partnering with The Traitors Ireland offered the perfect opportunity — a show predicted to be culturally resonant, with high-impact, reach and talkability. As Official Car Partner, Mercedes-Benz captured the nation’s imagination through a fully integrated 360° campaign across TV, VOD, OOH, social, PR, and dealer activations. The sleek GLC was woven seamlessly into the drama of the show, complemented by the standout “Back Seat Moment” content series.
The results were exceptional. Half the country watched the TV series and almost three quarters of all 25–44-year-old adults, bringing with it huge exposure for the brand. RTÉ (broadcaster) saw the highest month ever on RTÉ Player. Sponsorship awareness reached 63% among viewers, with 80% citing Mercedes as a great brand fit. The campaign generated over 7.5M impressions and strong engagement metrics, driving a 140% uplift in website visits. The GLC model itself saw a 155% YoY sales increase in September, versus the same month last year, but it is early days in this return on investment story.
By embedding itself in Irish popular culture, Mercedes-Benz didn’t just sponsor a show — it turned intrigue into ignition for a new generation of Mercedes Benz drivers.
