Even though the dependability and reliability of Mercedes-Benz vans are well-attributed to the brand, they lose a little more ground every year on these topics in France.

And although Mercedes-Benz vans are more expensive to buy, their TCO (total cost of ownership) is becoming more attractive, because they are robust and reliable vehicles that professionals can keep for a long time.

This is what we wanted to show off.

Mercedes-Benz presents the classic ads: a new campaign created only from authentic Mercedes ads, but updated for today. They even include a link to a second-hand marketplace where the same model can be bought today, it’s proof that they are really unstoppable.

It's a campaign as durable as Mercedes-Benz vans themselves.

And to achieve this, we capitalized on print and film ads that have not aged a bit.

We also reopened the call center (with the voice of the time) so that users could talk to us about the longevity of their vehicle. And we even brought an old TV spot back to life, with a fresh new look.

Most importantly, the campaign gave Mercedes-Benz B2B audience a fond glance back at their lives with Mercedes vans, together.

How can we make it clear in a simple, immediate, and striking way that these vans last a long time?

By showing that those we sold more than 40 years ago are still on the move today.

The statement of the time becomes the reality of proof.

It's a strategy that went above the simple affirmation by proving beyond doubt that the robustness of Mercedes-Benz vans is as true as the old ads said they’d be.

- 5 genuine press ads from the 80's republished.

- An old TV spot brought up-to-date.

- A social media campaign featuring these classic ads and proving their effectiveness by linking them to models in today’s classifieds (linking to 40-year-old vans still working).

- And above all, reopened the call center (with the voice of the time) where today's drivers could share their best memories.

- 7.1 million people reached, including 2.2 million in the B2B target group (craftsmen, small businesses).

- 2.5 times more impressions with the same media budget thanks to creative performance.

- 645,000 videos viewed at 100%, 45,000 clicks.

- 93% positive feedback.

- 240,000 people reached by their industries’ press.

- And over 300 messages left by long-time Mercedes-Benz users.