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 the 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 eight-year-old star, and the campaign font came from the handwriting of a seven-year-old — our ECD's son. 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.