Bertha Benz was a German automotive pioneer and inventor. She was the business partner and wife of automobile inventor Karl Benz — the same one as in the well-known Mercedes-Benz brand.
On August 5, 1888, she was the first person to drive an automobile with an internal combustion engine over a long distance, field testing the Benz Patent-Motorwagen Model III.
Bertha took her two sons, Richard (15) and Eugen (13), with her on the journey from Mannheim to Pforzheim, a distance of about 105 km (65 miles).
This journey was more than just a leisurely drive. It was a demonstration of the automobile’s practicality and reliability.
Bertha encountered several challenges along the way, such as mechanical issues and the need for refueling. She also had to deal with curious onlookers and people who were skeptical of the new invention.
Bertha Benz’s journey helped to generate interest in Karl Benz’s invention and led to the commercial success of the Benz Patent-Motorwagen.
While her journey highlighted the automobile’s potential, it also inadvertently set the stage for what we now recognize as ‘guerrilla marketing’.
Guerilla marketing utilizes unconventional and often unexpected tactics to promote a product or idea. Bertha’s journey was a one of the first examples of this approach, as she seized the opportunity to generate a buzz around the automobile.
Of course, her journey wasn’t planned as a marketing stunt, but as news of her adventure spread, it effectively became one.
The sight of a woman confidently driving an automobile, overcoming challenges, and proving its practicality captured the public’s imagination and ignited discussions about the potential of this new mode of transportation.
Just as Bertha’s journey captured the public imagination, modern marketers leverage unconventional tactics to captivate audiences and drive brand awareness.
In our digital age, guerrilla marketing thrives on social media platforms, where campaigns can swiftly go viral. Bertha’s journey, had it occurred today, would likely trend across social networks, resonating with audiences globally.
Much like Bertha’s journey inspired confidence in the automobile’s potential, modern guerrilla marketing strives to generate confidence in brands by showcasing their uniqueness and authenticity.
The 4-minute video ‘Bertha Benz: The Journey That Changed Everything’ was created for the brand Mercedes-Benz by the ad agency Antoni Garage, Berlin, Germany.
It was released in honor of International Women’s Day in 2019. Enjoy!
