Mercedes-Benz Vans starts campaign for the new V-Class: Make Your Move

08.

May 2019

Stuttgart

Mercedes-Benz starts the innovative marketing communication campaign "Make Your Move" to accompany the market launch of the new V-Class. Five protagonists provide an insight into their lives and tell us about a life-changing decision. What is special about the campaign? For the first time ever Mercedes-Benz Vans has dispensed with a written screenplay and is relying on authentic stories from real life that are relevant to its target groups. Initially, the campaign will be shown for the most part on social media channels and will be followed by TV advertisements. The films can be seen now online.

Marion Friese, Head of Marketing at Mercedes-Benz Vans: For the first time, with "Make Your Move" we are taking a new approach to campaign communication because the V-Class is a versatile vehicle for very different target groups: we have families and sports fans who need a lot of space as well as those running a business who use their V-Class both for work and privately. With this campaign, Mercedes-Benz would like to show the customer target group that the flexible V-Class is an excellent companion for any situation in life and provides freedom and independence."

"Make Your Move" – Five real-life stories

Nothing is more authentic than reality. That is why, for this campaign, Mercedes-Benz looked all over the world for people to tell their own story of decision, change and movement:

a family man looking for work-life balance,
an outdoor couple with the thrill of adventure on the one hand and everyday commitments on the other,
an employee about to make the leap into self-employment with a focus on recreation,
a woman with a new calling on a new continent,
two friends realising their dream

Every V-Class customer target group will identify with one of the five stories: the life of every individual is flexible and can change, and the new V-Class is just as versatile. The films can be seen online. The Lukas Lindemann Rosinski Agency is responsible for the idea, concept and realisation of the campaign.

The campaign – in three steps to the product

The communication campaign is primarily designed for social media channels and takes the different customer target groups to the product in three steps: first, the emotional story teaser arouses the viewer's interest. The target group is then provided with specific product information using canvas and carousel formats which can be clicked to appear in full-screen mode or allow several photos, videos or links to be shown in one display. In the third step, interested parties are guided to the Mercedes-Benz website. The focus of the campaign is on the initial marketing communication in social media, later the content will be used for other advertising formats such as TV advertisements.

Marco Polo: same campaign, different story

This communication concept will also be adopted for the compact Marco Polo camper van. The campaign will be launched at the same time, but with its own authentic story. It will portray Nick Fouquet, a well-known milliner who specialises in exclusive, individually made hats.

The new V-Class

Five years ago, the Mercedes-Benz V-Class set standards in the MPV segment with its design, value appeal, comfort as well as safety and assistance systems. The facelift builds upon these core values and thus enhances the attractiveness of the biggest member of the Stuttgart-based passenger car family. The compact Marco Polo and Marco Polo HORIZON camper and leisure vans also benefit from the innovations implemented in the V-Class. Focal points of the facelift include a restyled and striking front-end design and the introduction of the OM 654 four-cylinder diesel engine generation – with the V 300 d being the new top-power variant with 176 kW (239 hp) (combined fuel consumption 6.1-5.9 l/100 km, combined CO2 emissions 161-155 g/km)[1]. The new engine generation is even more efficient and clean and offers further improved noise and vibration characteristics. In addition the new V-Class comes with the 9G-TRONIC automatic transmission for the first time as well as several safety and assistance systems meeting the latest technological level, among them Active Brake Assist. The new V-Class can be ordered in Europe since March 2019.

[1] The stated figures were determined in accordance with the prescribed measuring method. These are the "NEDC CO2 figures" according to Art. 2 No. 1 Implementing Regulation (EU) 2017/1153. The fuel consumption figures were calculated based on these figures. Further information on the vehicles on offer, including the WLTP values, can be found for each country at www.mercedes-benz.com