Mercedes-Benz
A set of ads to build brand awareness for Mercedes-Benz. Dramatic imagery and simple, punchy copy to highlight the amazing ways the brand has been at the forefront of automotive innovation since it first invented the car.
In these concepts, we used the iconic Mercedes Benz logo as an asterisk to highlight key facts about the car.
Mercedes-Benz Ambassador Campaign. Meet EQC –the arrival
Mercedes needed a campaign to raise awareness of their new electric car, the EQC. I created three concepts that would attract everyday people to become Mercedes brand ambassadors.
The first concept is inspired by science fiction to promote the cutting-edge technology of the EQC, in a setting designed to create a futuristic, ‘Area 51’ atmosphere.
The ambassador will arrive at an abandoned airstrip or race track and choose an EQC from a choice of different colours and specs. They’ll take it for a test drive around the track, with an interior camera capturing their reaction to the speed and feel of the car, as well as them getting to grips with MBUX touchscreen.
The shots will cut between the interior and the exterior, where different statistics such as speed, charge and remaining range will pop up around the car on its way around the track. As the ambassador climbs out on the car, the camera can zoom in on their phone to find a collated field report of all the data: accessible at the touch of a button with Mercedes me connect.
Become an EQC expert
This concept gives the ambassador the chance to get even closer to the EQC. They’ll take on the role of a motor journalist or TV presenter, and communicate their thoughts and feelings on a more personal level.
The day starts with a photo shoot of the EQC, where they can give their unscripted reaction to the design of the car. Then, they’ll get to take it for a test drive, wearing a GoPro so the audience can feel as if they’re in the car with them. They can watch as the ambassador reviews the tech, speed and feel of the car in an unpremeditated way which feels honest and authentic.
MISSION: EQC.
Your mission, should you choose to accept it, is to explore the unique features of the EQC.
Groups of ambassadors will be split into teams of up to five, competing to be the first to get to a specific destination, overcoming obstacles using the car’s range, speed, charge and tech.
Individual missions will be sent to the ambassadors’ phones, starting with finding the car at a remote location. The car will be on a very low charge, so to be able to reach their destination, teams will have to find a charging point (highlighting how many there are throughout the UK), and charge it (surprisingly quickly), before they can get going.
Using the EQ-specific and navigation features of Mercedes me to showcase the tech, and a long drive to demonstrate its range, the teams will complete the mission, all documented on film to be distributed incrementally on Instagram stories, and in a longer form on Facebook.
