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 of Future Proof - Mercedes Vito

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Mercedes – Vito Sport Vans

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HOW DO YOU INJECT EMOTION INTO A PRACTICAL DECISION ?

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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

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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.

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.

THE INSIGHT

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25 MOUNTAIN bIkING TRIPSa year which require transportation

Our audience make

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

THE SOLUTION

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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.

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

HOW DID WE…INJECT EMOTION INTO A PRACTICAL DECISION?

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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

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