Mercedes-Benz Design & Branding TRUCKS YOU CAN TRUST by Uniplan

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Industry Cars
Media Design & Branding
Market Germany
Agency Uniplan
Creative Director Tobias Stupeler
Released April 2010

Credits & Description

Category: Exhibitions & Live Events
Product/Service: TRUCKS
Date of First Appearance: Apr 19 2010
Entrant Company: UNIPLAN, Cologne, GERMANY
Creative Director: Tobias Stupeler (Uniplan)
Accountant: Thomas Lang (Uniplan)
Head of Architecture: Rainer Maurer (Uniplan)
Architecture: Tino Kubitza
Graphic Design: Rebecca Vagt (Uniplan)
Graphic Design: Sabine Schäuble
Concept: Kai Janssen
Media placement: Fair Stand - BAUMA Munich - 19 April 2010 - 25 April 2010

Describe the brief from the client
Mercedes-Benz Trucks’ claim is “trucks you can trust”. Trucks which are always reliable in the hurly-burly of building-site work. At the BAUMA in April 2010, this brand promise took tangible form on more than 1000 m²: six Mercedes trucks were to be displayed on the stand in their natural habitat, the building-site.

Expected was: a clever idea to display the products in the building-site context positively, without becoming trite and stating the obvious, i.e. details like barrier-tape, sand-heaps, boards and steel matting.

So? How to stage the building-site topic à la Mercedes - high-quality, noble, intelligent, not trite?

Describe the challenges and key objectives
For the visitors to the fair, the brand was to be presented positively and positioned accessibly: Mercedes-Benz knows what the professional builder needs - and talks his language.

At the same time clear product benefits had to be communicated with each model: Zetros, the special off-roader, Atego, the jack-of-all-trades, the economical Actros, Axor with its great carrying capacity - trucks as ideal on-site partners.

Describe how you arrived at the final design
The design was based on a simple idea, immediately understood by visitors from the trade: the fair-stand is a full-size site layout plan. Logistics companies develop such plans for every site displaying tips, temporary roads, etc..

So the fair-stand was transformed into a complex abstract building-site, the ideal framework for the products. The positioning of the vehicles was related to their characteristics (heavy ground, concrete floors, etc.) and the (humourous) speech balloons communicated the vehicles’ benefits.

The vehicles’ unusual champagne colour-scheme contrasted with the abstract stand design and recalled Mercedes-Benz’s claim to provide premium quality.

Give some indication of how successful the outcome was in the market
A simple idea, implemented consistently, created a fair-stand which coherently combined down-to-earth authenticity and premium atmosphere. Trucks presented à la Mercedes.

The stand design was the talk of the fair, it noticeably increased the visitors' average length of stay and had a high PR impact.