Cookie Consent by Free Privacy Policy website "The new X-Class. First of a new kind.” Mercedes-Benz Vans starts into the next phase of the X-Class market launch campaign with TV spot
ottobre 20, 2017 - Mercedes-Benz

"The new X-Class. First of a new kind.” Mercedes-Benz Vans starts into the next phase of the X-Class market launch campaign with TV spot

Comunicato Stampa disponibile solo in lingua originale. 

On 20 October, the elaborately produced #tv #spot for the new #xclass celebrates its premiere on German television. The #tv #spot follows an online teaser published in July and marks the start of the ramp-up phase of the market launch campaign for the new pickup bearing the Mercedes star. Under the claim "The new #xclass. First of a new kind." the campaign illustrates the different lifestyles and work environments where the vehicle is at home, pursuing a 360-degree approach. All popular communication channels from #tv and online to print and live presentations are addressed. Furthermore, the campaign is tailored to the core markets and thus as global and individual as the product itself.

"As a versatile positioned vehicle with key markets in Australia, South Africa and South America, the #xclass placed special requirements on the launch campaign. The key markets are extremely heterogeneous and have different target audiences. Consequently, we not only pursued a 360-degree approach in developing the concept; it was also important to us that the campaign works on a global level and can be tailored to the individual needs of the markets", explains Sonja Schneemann, Head of Marketing Communication and Operations #mercedesbenz Vans.

"The new #xclass. First of a new kind." 360-degree campaign at a glance

Together with the other campaign elements, the #tv #spot "Follow" illustrates the versatility of the new #xclass. The #xclass combines the typical characteristics of a pickup with the classical strengths of a Mercedes: convincing robustness with modern design, impressive off-road capabilities with a high level of driving dynamics and safety, well thought-out functionality with stylish comfort. As a result, the #xclass appeals to different types of drivers, from trend sports enthusiasts to farmers. Accordingly, the #tv #spot accompanies the pickup bearing the Mercedes star while navigating the roughest of terrains and urban lifestyle environment, inspiring people and turning them into "followers". In addition to the #tv #spot, a teaser and a product film were also produced.

The films, as well as campaign motifs and product information, can be found online under https://www.mercedes-benz.com/x-class/de_de/hub.html as part of a web-special. The web-special can be given a modular design by all markets and thus underscores the global approach of the campaign.

Social media and print activities as well as spectacular live presentations round off the campaign. For example, internationally acclaimed big wave surfer and brand ambassador Sebastian Steudtner recently presented the #xclass with a virtual reality surfing experience at the Frankfurt Motor Show IAA.

The #xclass market launch campaign was developed together with the creative agency Lukas Lindemann Rosinski. The #tv #spot was produced by the Markenfilm production company and directed by Jan Wentz. The product film was realised by the production company Nylon and directed by Casper Balslev. The motifs were photographed by Anke Luckmann. Scholz & Volkmer is responsible for the online part.

News correlate

agosto 02, 2019
giugno 03, 2019
dicembre 05, 2018

Mercedes-Benz Vans conferma, ancora una volta, l’interesse per il mondo dello sport. Con la #partnership conclusa in questi giorni...

Anche #nicoladutto, motociclista off-road di fama internazionale, entra a far parte dell’X-Class Team, il dream team di atleti, am...

Il prossimo 7 dicembre, sulle piste di Plan de Corones, prende il via una nuova edizione del #4matictour che, per l’intera stagion...