"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
Stuttgart. On 20 October, the elaborately produced TV spot for the new X-Class 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 X-Class. 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 X-Class 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 Mercedes-Benz Vans.
"The new X-Class. 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 X-Class. The X-Class 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 X-Class 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/en/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 X-Class with a virtual reality surfing experience at the Frankfurt Motor Show IAA.
The X-Class 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.