Nasty C Inks Deal With Mecerdes-Benz South Africa

Born Nsikayesizwe David Junior Ngcobo, now popularly known in the African music scene as 'Nasty C", young South African rapper has inked a new deal with Mercedes-Benz for their new #GrowUpYourOwnWay campaign. 

With ‘Grow up Your Own Way’, Mercedes-Benz is taking a new approach to marketing communications. The most extensive content creation in the history of the brand has been realised for the four models of the compact-car family.

With more provocative imaging and lifestyle and product that showcases stories of a new generation, ‘Grow Up Your Own Way’ focuses on people caught between the coolness of adolescence and the squareness of adulthood, who embody the attitude to life of the new compacts. One of the main characters is the young local rapper known as ‘Nasty C’.

“‘Grow Up Your Own Way’ is much more than a major campaign about model series. It is a further move forward by the brand as a whole towards more modernity, progressivism and dynamism across the entire brand identity of Mercedes-Benz,” says Selvin Govender, Marketing Director, Mercedes-Benz Cars, outlining the goal of the campaign.
“With ‘Grow Up Your Own Way’, we are reinterpreting traditional values and attitudes towards Mercedes-Benz while showcasing their modern-day interpretation and relevance within generations X and Y. Realised in collaboration with our agency, ‘Grow Up Your Own Way’ is an unconventional campaign, which, in terms of its consistent digital focus and the mechanics of its content, does not immediately come across as advertising.”
According to Mercedes Benz, 20 year old Nasty C exemplifies the attitude towards life of the new generation of young grown-ups. His style and persona depicts how as a musician and fashion icon, he rose from nowhere to the musical stage at such a young age.

The Mercedes-Benz ‘Grow Up Your Own Way’ campaign uses a digital campaign that will see the Facebook messenger bot being the primary platform of communications.  The campaign will encourage consumers to engage with Nasty C and get some quirky insights on ‘How to grow up with Nasty C’.

Nasty C provides know-how on how to ‘Grow up your own way’ – get a job, get a house, dress well, start a family, etc. . of course all delivered in Nasty C’s signature style and a fun sense of humour.

The digital campaign features digital banners, Facebook adverts and YouTube pre-roll adverts, all of which will support and push people to experience how Nasty C has grown up his own way.

Details on how much the deal costs remain confidential. 

Grow Up Your Own Way’ will showcase the A-Class, B-Class, CLA and GLA compact models until the end of this year.

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