Mercedes-Benz Vans

Marco Polo

INITIAL SITUATION AND OBJECTIVE

The Mercedes-Benz family has some brand new members – the new Marco Polo and Marco Polo ACTIVITY recreational vehicles. Accompanied by a promise to customers: travelling in these new Mercedes-Benz recreational vehicles transforms you

into an explorer, experiencing the world as if for the very first time - no matter whether you're just going around the corner or to the other side of the world. Every location becomes a possible destination, every moment becomes something to treasure.

IDEA AND IMPLEMENTATION

The "Everywhere extraordinary" slogan encapsulated the concept, and the communication strategy and media mix were devised accordingly. Panama developed a 360° campaign designed to challenge perceptions by creating a striking contrast between text and images. Amazing scenes of landscapes and extraordinary situations were captioned with words from the target market's everyday lives, opening up a new and positive slant. One important consideration was tailoring the message to the target audience: the focus of communications for the new Marco Polo is couples between 40 and 60 years old, who are eager to explore new leisure horizons now the children have left home. The new Marco Polo ACTIVITY is particularly well suited to active and energetic people between 30 and 50 years old, and young families.

TYPICAL EVERYDAY SITUATIONS GIVEN A NEW
INTERPRETATION AND A POSITIVE SLANT.

THE "EVERYWHERE EXCEPTIONAL" SLOGAN 
STEERED COMMUNICATION AND MEDIA MIX CHOICES.

OBJECTIVE ACHIEVED

THE WORLD PREMIERE AT THE CARAVAN SALON IN DÜSSELDORF ON 29. AUGUST 2014 HERALDED THE OFFICIAL LAUNCH AND THE NEW MERCEDES-BENZ RECREATIONAL VEHICLES BECAME A MEANS TO AN EXPERIENCE. IN ADDITION TO TRADITIONAL FORMATS SUCH AS ADVERTISEMENTS, 18/1 POSTERS AND SALES LITERATURE, A RANGE OF OTHER BELOW-THE-LINE TOOLS, INCLUDING WEB BANNERS, MOBILE ADS, AN APP, AND PROMOTIONAL AND AMBIENT MARKETING IDEAS, WERE DEPLOYED TO PROMOTE THE NEW MARCO POLO AND MARCO POLO ACTIVITY.