November sees the start of the advertising campaign “Enjoy Electric.” for the market launch of the Mercedes-Benz EQC with various moving image formats and a major print and online communication initiative.
The teaser phase leads to the launch of the campaign on November 29, where the EQC Webspecial with campaign content will go live on mercedes-benz.com. The departure into a new era is to the fore: the brand with the star looks back at a history, stretching back 133 years, of innovation, development and progress – the introduction of the all-electric EQC is the logical next step.
The heart of the campaign is the TV ad, a long-format campaign film and in addition four product films that will be available on the Mercedes-Benz social media channels. Mercedes-Benz was able to have Global Diamond Certified R&B star The Weeknd involved. Over and above his performing role in the films, he co-developed the campaign as its Creative Director.
The campaign has been created in several lengths (20, 30, 60 and 140 seconds) to be shown in various ways. In addition to the clips that are already available online, the corresponding TV ads will be broadcasted on German television and internationally from November 29.
“This is a special moment for the entire Mercedes team: with the campaign on the EQC we are entering the era of electric mobility”, says Bettina Fetzer, Vice President Marketing Mercedes-Benz Cars. “The campaign takes emotional experiences of our customers with iconic Mercedes vehicles and shows how we are reinterpreting them in the electric EQC in the present day. A completely new driving feel, pioneering spirit and sustainable, modern luxury are at the core of our EQC communications.”
“We are delighted about the collaboration with Abel Tesfaye, better known as The Weeknd“, says Bettina Fetzer, Vice President Marketing Mercedes-Benz Cars. “The cooperation was inspiring and gave us lots of new and creative impetus. Abel’s talent as the creative director and performer is the right combination for this unique Mercedes moment on the road to an electric future.”
Further features of the campaign: an extended web special, additional snippets, social media assets such as a Tik Tok Challenge and the Instagram extension “If I had lived today”. In this, the protagonists go on a journey through time and introduce themselves, among others Carl Benz, would deal with today’s technical possibilities and social media tools. The campaign is completed by extensive print motifs.
The campaign films were produced by the production firm Iconoclast Germany GmbH.
In keeping up with the overarching campaign mechanism the print motifs also show various EQC moments focussing mainly on the ease of electric driving. The motifs were produced by the French photographer Cédric Viollet. Among others, he works for international fashion and lifestyle media.
The EQC campaign is a module in holistic and newly conceived marketing communications for Mercedes-Benz EQ. Cooperation with personalities who are shaping the mobility of tomorrow together with Mercedes-Benz plays a key role here.