In Brazil, Strava boasts 4.5 million active users, with 40% of this user base aligning with the Mercedes-Benz consumer profile.

To take advantage of this, we assembled a squad of amateur athletes under the Mercedes-Benz banner, with the aim of smashing Strava’s top records. Our strategy was simple – we simply renamed their profiles.

Each time a record was broken, our name was highlighted on the Strava feed. We also ran a fashion editorial in GQ magazine, alongside a campaign across our social media channels, showcasing the new squad and their achievements.

Role
Concept, Idea and Copywriting.