Mercedes-Benz Vans
Data-Driven Campaign
Citan
Mercedes-Benz Vans
Awareness and Dealer Activation Across Key Target Segments
Client
Mercedes-Benz Vans
Project Type
Data-Driven Campaign
Skills
Concept Development Creative Director Director Producer Editor Marketing Strategist
The Challenge
Mercedes-Benz needed to strengthen market visibility for the Citan, targeting both price-sensitive customers and brand-loyal buyers across Germany. While awareness existed, the challenge was converting interest into real-world action—especially among tradespeople and small business owners navigating a crowded commercial vehicle market. The brand needed a campaign that could speak to diverse motivations, adapt across digital platforms, and directly drive dealership visits at scale.
Awareness - Outdoor
Target group: Craftsman
Awareness - Fitness
Awareness - Hobby Photographer
Citan
The Solution
To drive measurable engagement and conversion, we built a data-led video campaign anchored in audience segmentation and funnel-specific storytelling. We tailored the creative to match user intent at every stage of the funnel—from broad awareness to high-conversion retargeting. Audience segments were split between value-focused and brand-affine users, enabling precise message delivery across YouTube and programmatic channels. Automated behavioral retargeting and dynamic content variations ensured the right message reached the right audience at the right moment—turning awareness into dealership visits with measurable efficiency.
Citan
The Results
The Citan campaign delivered outstanding results—achieving a nationwide lift in dealership traffic and setting a new benchmark for video-driven performance marketing in the commercial vehicle space. The campaign’s success laid the groundwork for the follow-up eCitan launch, reaffirming that the strategic blend of data, storytelling, and creative automation plays a critical role in driving sales. The close interplay between creation and analytics proved that smart, audience-first advertising is more than a media tactic—it’s a business driver.
Daily active users
View_through Rate 75%
Test-Drives, Store Visits, Driving Directions, Clicks
