Luxury for
Every Age

The lockdowns sidelined thousands of Chauffeurs, who traditionally invested in the 8-seater V-Class. So Mercedes-Benz looked to the booming SUV market, with its well of wealthy families. But to capture this style-conscious audience, we first needed to address the product's image problem: the fact it's a van.

We solved problem by depicting the V-Class through the eyes of our most underrepresented customers - kids - and repositioned the vehicle as Luxury for Every Age. To ensure our work resonated with parents, the scripts were co-written with our 8 year old star, and we even turned her handwriting into the campaign font. We targeted high-income families via BVOD, Pinterest, & a Mammamia takeover, driving a 52% rise in V-Class page visits, a 34% increase in product awareness among our target audience, and a striking 64% uplift in test drives.