Task
Mercedes-Benz Vans Aftersales required a strategy that could be used going forward to convey the advantages and reasons for customers to service and purchase parts though them. The challenge was that some customers viewed genuine parts and service as expensive and would therefore go to independents even after buying a new van. Much of this perception was down to the Silver Star in their brand identity; a symbol of luxury stemming from the car side of the corporation.
Solution
I wanted to turn things on their head and embrace the service, expertise, quality and trust that could only be found at a main dealership.
This led me to the creative execution that's inspired by Mercedes-Benz rich motor racing heritage. It depicts the Aftersales Team as FI style technicians, at the top of their game, using original and best parts- total efficiency and offering customers complete peace of mind, setting them apart from the competition.
'Competitive Edge Servicing'
Mercedes-Benz Aftersales new brand propostition
The images shot by award winning photographer Julian Claverley have since been published in Lürzers Archive
Credit: Cygnus