EQUUS

Target premium segment who can’t buy Mercedes S Class or BMW 7 series (not only for affordability reason), but want the same status feeling with his/her car.

In Azerbaijan, most of the top-ranked (not the highest) officials and SME owners can afford financially the most luxury cars that exist. But for some reasons (mainly - political) they are cautious to buy them. At the same time they want the same size, comfort and facilities from their “cheaper” car, briefly speaking - the same status.

We focused on the self-esteem of the egocentric mid-level "big bosses" - government officials and SME owners. We bolded their role as a person who stands behind the scene of the big businesses (deeds). And we offered them the politically safe car that corresponds to their status. The concept hit the target 100%: sales boosted and one of the customers, the owner of a construction company, insisted on buying the same car that we shot in the commercial :)