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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
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Mercedes – Vito Sport Vans
11.138 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 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
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 WE…INJECT 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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