Under the claim “The new Mercedes X-Class. First of a new kind.” Mercedes starts the launch campaign for the new pickup bearing the lucky star. The official TV spot illustrates the different lifestyles and work environments where the vehicle is at home, pursuing a 360-degree approach.
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. 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.
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/de_de/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.