Future Proof - Mercedes Vito

Download Future Proof - Mercedes Vito

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This is a casestudy from Future's 'Future Proof' book which demonstrates the innovative advertising campaigns produced by Future. Other casestudies include Bridesmaids, Renault and LG

TRANSCRIPT

  • Mercedes Vito Sport Vans11.138 Future Proof

  • HOW DO YOU INJECT EMOTION INTO A PRACTICAL DECISION ?

    Mercedes Vito Sport Vans 139

  • 06 Nisi tat loreriustisi ex enit

  • 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.

    THE CHALLENGE

    Mercedes Vito Sport Vans 141

  • Readers dream to be a part of the MBUKs Wrecking Crew, made up of a team of expert Mountain Bikers seen as heroes of the sport.

    Partnership with the UKs 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.

    THE INSIGHT

    142 Future Proof

    11. Mercedes Vito Sport Vans

  • 25 MOUNTAIN bIkING TRIPSa year which require transportation

    Our audience make

  • 9 month campaign Feb 2011 December 2011.Sponsorship of The Wrecking Crew in magazine and creation of Vito Sport mobile channel.

    THE SOLUTION

    144 Future Proof

    11. Mercedes Vito Sport Vans

  • Integration within logo Example of Wrecking

    Crew editorial feature with Mercedes Vito integrated.

    Call to action Each ad drove to mobile

    app and website.

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

    HOW DID WEINJECT EMOTION INTO A PRACTICAL DECISION?

    146 Future Proof

    11. Mercedes Vito Sport Vans

  • 10% increase in Top of Mind awareness Prompted awareness up 16% now 84%.

    10%

    Spontaneous Awareness Any unprompted mentions of suitable mountain biking vehicle makes

    23%Purchase consideration

    Mercedes Vito Sport Vans 147

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