Remember when back in May, a weird little relationship formed between Nintendo’s Mario and Mercedes-Benz of Japan? Yeah so that actually happened. A commercial put out features Mario going through a classic 8-bit stage in a Mercedes. Eventually, the commercial transitions to a live action scene where a big, burly Mario steps out of his Mercedes and proceeds to die because he touched a Goomba. Oh well. Odd as it was, the commercial certainly caused a stir over in Japan.
Turns out that commercial for the Mercedes-Benz GLA has been viewed over 2 million times already. Its impact has definitely been noted, according to Kintaro Ueno, CEO and President of Mercedes-Benz Japan:
“[The commercial] was quite a talking point, bringing a lot of people to the showroom. This is a new market segment for us, but it has exceeded our expectations. I can say that it’s going well.”
While no specific numbers of GLA sales have been shared, Mercedes-Benz of Japan has noted that it has seen a marked increase in interest for the Mercedez GLA being driven by Mario. According to Mercedes-Benz Japan, customers have actually walked in and asked for the car they saw Mario driving in the commercial.
I don’t know who came up with the idea of this partnership between Mario and Mercedes-Benz, but their understanding of marketing research is definitely way better than mine. Not bad for a plumber, wouldn’t ya say?