Future Proof - Mercedes Vito

11.

Mercedes – Vito Sport Vans

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HOW DO YOU INJECT EMOTION INTO A PRACTICAL DECISION ?

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THE CHALLENGE The sports vans market is very competitive, with a number of brands like Land Rover, Ford, Volkswagon and Citroen all well-established.

Our challenge was to push Mercedes Vito

Sport up the consideration list by demonstrating its practical capabilities in the most exciting way possible.

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11. Mercedes – Vito Sport Vans

THE INSIGHT Readers dream to be a part of the MBUK’s Wrecking Crew, made up of a team of expert Mountain Bikers seen as heroes of the sport.

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Partnership with the UK’s largest Mountain Biking magazine and the Wrecking Crew gave Mercedes the chance to position the Vito Sport at the very pinnacle of mountain biking and the ideal tool for the job.

Our audience make

25 Mountain biking TRIPS a year which require transportation

11. Mercedes – Vito Sport Vans

THE SOLUTION 9 month campaign Feb 2011 – December 2011.

Sponsorship of The Wrecking Crew in magazine and creation of Vito Sport mobile channel.

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Integration within logo Example of Wrecking Crew editorial feature with Mercedes Vito integrated.

Call to action Each ad drove to mobile app and website.

11. Mercedes – Vito Sport Vans

How did we…

INJECT EMOTION INTO A PRACTICAL DECISION?

By creating the association between Mercedes and the Wrecking Crew, the credibility and visability of the brand grew considerably.

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10

%

10

%

increase in Top of Mind awareness Prompted awareness up 16% now 84%.

Purchase consideration

23

%

Spontaneous Awareness Any unprompted mentions of suitable mountain biking vehicle makes

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