Challenge
Mercedes-Benz Vans wanted to advertise the release of a brand-new model of commercial van: the Metris.
Other Mercedes-Benz Vans models were large work and cargo vans that were not easily maneuvered in urban environments. Competitors offered only large and compact vans.
The Metris was to be the first mid-size work van in Canada. Smaller than a full-size van. Bigger than a compact van. City-sized!
Mercedes-Benz Vans also struggles with their brand prestige when trying to engage a tradework or labourer audience—it’s assumed they’re out of their range price-wise and too precious to be on a job site.
Solution
Using the Mercedes-Benz Vans tone of voice, I wrote short, simple, and catchy headlines for print ads to be placed in various industry-related publications.
I ensured copy empathized with the audience’s long work days in cramped spaces, and need for comfort and safety.
I brought the price and innovative features up front, and wrote copy to emphasize the van’s serious workhorse capabilities, with a clear CTA to visit a dedicated webpage.
