The objective was to capture a specific niche within the premium car market: individuals who seek the prestige, luxury, and comfort of high-end brands like Mercedes S-Class and BMW 7 Series but are deterred from purchasing them due to non-financial factors. These factors could include political sensitivity or a desire for understated luxury.

In Azerbaijan, many top-ranked officials and SME owners can financially afford the most luxurious cars. However, for various reasons (mainly political), they are cautious about buying them. Despite this, they still desire the size, comfort, and prestige of these high-end vehicles in a more discreet package.

We focused on appealing to the self-esteem of mid-level "big bosses"—government officials and SME owners—by emphasizing their significant but often behind-the-scenes roles in big businesses. We positioned the car as a politically safe option that still matched their status, offering the same size, comfort, and facilities as a high-end luxury car without the political implications. The concept resonated perfectly with our target audience. Sales surged, and one notable customer, the owner of a construction company, insisted on purchasing the exact car featured in our commercial. This success demonstrated the effectiveness of our strategy in appealing to the aspirations and needs of our premium segment.