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Mercedes-Benz Vans launches the new Vito with a visually compelling marketing campaign
- Mercedes-Benz Vans’ viral video clip “Dirty Driving” presents the new Vito as the product of a passionate encounter between a truck and a car from Mercedes-Benz
- An integrated, attention-grabbing campaign on all channels
- The new Vito sets standards in the mid-size van segment
Stuttgart. Where do vans come from? Mercedes-Benz Vans is now providing a surprising answer to this question by humorously presenting the new Vito as a “love child.” According to the story, the new mid-size van is the result of a tender and passionate encounter between a Mercedes-Benz Actros truck and an S-Class coupe. The video clip that tells the story of this automotive romance is the highlight of a broad-based multimedia marketing campaign for the new Vito. Like the van itself, the campaign with the slogan “The New Vito. Raise Your Game.” sets new benchmarks.
Mercedes-Benz Vans’ viral video clip “Dirty Driving” presents the new Vito as the product of a passionate encounter between a truck and a car from Mercedes-Benz
Designed for viral dissemination in social media, the humorous video of course sends a serious message as well: The new Vito is “Born from our boldest genes." as the end credits of the two-minute video clip declare. The mid-size van thus has the best genes of the large Mercedes-Benz family. From the Actros, the Vito has inherited top values for vehicle availability and total cost of ownership (TCO) as well as outstanding economy, among other things. The S-Class coupe, on the other hand, has greatly benefited the new Vito’s technology, including its safety and assistance systems. Furthermore, the new Vito bears the typical facial features that make Mercedes-Benz commercial vehicles and cars unmistakable and unique. The viral video clip can be viewed at .
An integrated, attention-grabbing campaign on all channels
Mercedes-Benz is presenting an attention-grabbing marketing campaign on all channels to support the international market launch of the new Vito. In addition to print ads, moving images play a key role in the campaign. For example, a Web video enables viewers to interactively experience the van’s key features. Moreover, several TV commercials are devoted to specific marketing topics. All of the measures aim to make the new Vito better known and to effectively communicate its claim to technology leadership. All of the video clips can be viewed at the Mercedes-Benz Vans YouTube brand channel at .
Nicolai Berger, Head of Marketing Communications at Mercedes-Benz Vans, says, “The market launch campaign is an integrated and comprehensive communicative approach to clearly position the new Vito, along with its many new features and innovations, as the best and most attractive product that is currently available in the mid-size van segment.”
The new Vito sets standards in the mid-size van segment
The new Vito is the versatile professional among mid-size vans weighing between 2.5 and 3.2 t GVW and boasting the highest levels of quality, safety, and economy. The new Vito is the first vehicle in the Mercedes-Benz product range to offer a choice of rear-wheel, all-wheel or - in a new development - front-wheel drive systems. The new generation of the vehicle consumes 20 percent less fuel on average than its predecessor. When fitted with the BlueEFFICIENCY package, standard fuel consumption can be as low as 5.7 l, which none of the van’ s competitors can outdo.