The Mercedes-Benz EQ family is being extended: from November the EQV (combined electrical consumption: 26.4-26.3 kWh/100 km; combined CO2 emissions: 0 g/km)[1], the first fully electric MPV from Mercedes-Benz, is available at dealerships and contractual partners. Its presentation began in May on the eqv.mercedes-benz.de and www.mercedes-benz.de sites as well as with a series of social media publications. In order to bridge the gap until the vehicles were actually available at dealerships, the EQV program for potential customers has drawn a great deal of attention. Simple online registration activated access to exclusive content, news, events and special offer packages. 

The main campaign for the vehicle is now starting in line with its delivery to the retail market. With seating for up to eight persons and a range of 418 kilometres[2], [3] for daily routes and longer trips as well as numerous charging options, the locally emission free EQV is both environmentally and family friendly. In short: it’s the car for the next generation. Which is exactly what the campaign claim “Make your move. For the next generation.” communicates. “Anyone who drives the locally emission free EQV is taking the right step towards the future. And is setting an example for following generations,” says Anja Gutmann, Head of Marketing Communication Mercedes-Benz Vans. 

Following the idea of “green as a statement”, the subject of sustainability also plays an important role visually and subtly constitutes the leitmotif of the campaign across all channels with the use of green nature. 

At the heart of the communication are two emotional spots that tell the story of three protagonists and their everyday life with the new EQV. Other animated formats and extensive cross-media measures are tailored to the respective target groups, addressing their own topic areas on their channels. 

The campaign also includes nine printed motifs and numerous special formats. There are also a teaser spot which focuses on the family as a target group, four protagonist films, a product film and eight feature spots as well as stories, cinemagraphs, posts, ads and GIFs tailored specifically to social media.

PREUSS AND PREUSS, the lead agency for Mercedes-Benz Vans worldwide has implemented the EQV campaign. The films were produced by Iconoclast, while the photos for the campaign are from BAM Photographers. The concept for the EQV’s online presence was developed and realised by DGM Kommunikation. 

Source: Mercedes-Benz AG