The Vision

Versatile was engaged by Meet & Potato, a Liverpool based Agency to create an immersive experience for Mercedes-Benz Vans UK (MBV) to communicate the brand shift from vehicle manufacturer to holistic transport solution provider.

Having identified changes in how consumers respond to brands and their marketing campaigns, MBV began to shift their positioning so it was seen less as a vehicle manufacturer and more of a holistic transport solution provider. This modern approach made up a large part of their ‘adVANce’ strategy, which brought their key business message of “Keeping Businesses Moving” to the forefront.

This change in positioning within their sector enabled MBV to explore alternative routes to market. What’s more, since their annual event, the Van Experience Live, was coming up, refreshing the format of it in line with their vision would be vital in reaching new audiences and their future customers.

Goals & Objective

For the event to be a success, MBV had to deliver an experiential brand event. In other words, it had to take the concept of reaching customers to new heights. It had to provide each consumer with a personal experience they would remember and connect them with the brand.

As a branding exercise, the event would also have to reach a broad target audience, that could later be nurtured through the buying cycle.

Event highlights:

• Electric vehicle range

• Mercedes PRO

• Digital infrastructure connecting businesses to the fleet

• Vehicle solutions for improved efficiency

• The future of autonomous vehicles

• Differentiators that set MBV apart from the competition