UNA MERCEDES PARA TRABAJAR Y TU TIEMPO LIBRE

UNA MERCEDES PARA TU TRABAJO Y TU TIEMPO LIBRE

A MERCEDES THAT FITS BOTH, WORK AND LEISURE TIME

MERCEDES-BENZ

Launch campaign of the Mercedez-Benz CITÁN truck

A MERCEDES THAT FITS BOTH, WORK AND LEISURE TIME

THE

CHALLENGE

For the owners of small trucks, the car is their life and their main work tool. However, for this target (mainly middle, middle-low class independent workers), Mercedes was a luxury brand way beyond their possibilities. To them, a Mercedes dealership was an out of reach place. We had to be able to prove that the brand was able to understand and offer a response to this target’s needs.

THE

goal

Positioning Mercedes-Benz and its new top of mind products in the independent, small and medium sized corporate target.

our

approach

Our strategic approach focused on placing value on the product as of its dual use. By investing just a little more, you could have a fully equipped Mercedes for work, but at the same time you could enjoy it in your free time. In this way, we based ourselves on the value of smart purchasing. In order to break down the brand perception barrier, not only did we adjust the tone of our communication to our target, but we also went looking for them to the industrial parks with mobile dealerships that we created for the campaign.