What is the best and simplest way to demonstrate what BlueTec means for our cities? By showing how our cities would look if all trucks were as clean as those of Mercedes-Benz. Very directly, wherever dirt and pollution are especially evident for all to see – on walls right next to busy roads. Using a high-pressure cleaner, walls next to busy roads in Hamburg, Berlin, Munich and Stuttgart were cleaned in such a way that the shape of an Atego appeared. The accompanying headline read: ‘The Atego. Now with BlueTec 5. Making our cities cleaner again.’

The success: Resounding media response and significant increase in demand for information and interest in the Atego at dealerships during the campaign period.