http://www.adweek.com/adfreak/mercedes-gives-british-teen-hand-branded-prosthetic-one-134168
Matthew James a 14 year old boy was born without a left hand. He decided to take a chance and ask Mercedes-Benz to make him a hand. Whether they felt bad, or wanted to take this as an interesting advertising opportunity they agreed. Mercedes-Benz paid roughly $57,000 for the prosthesis. They are planning on putting a logo on the prosthesis hand that Matthew will wear but he doesn’t care at all. Matthew is excited because he never thought that contacting them would work, he says he was expecting a free shirt if even that. He had a prosthesis hand before but this on is far beyond that of his other and allows him real motion in all fingers as if it were his own hand.
1. Do you think advertising for a brand like Mercedes-Benz using a logo on something such as a prosthesis hand is beneficial for the brand?
2. What kind of influences can this have on customer decision making for Mercedes-Benz?
3. In a competitive industry such as the luxury car industry was this a smart route for Mercedes- Benz? Should that have used the $57,000 in another way?
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