Mercedes wanted to reach two diverse audiences of potential buyers: those looking for the ultimate in towing capability, in addition to those wanting the largest, luxurious 4x4 money can buy.The key objective was to create awareness of this new luxurious vehicle in a sector that has been previously dominated by the Porsche Cayenne due to the lack of any other real competitors.We needed to develop digital communications that represented the campaign proposition of 'Power. Refined' in an interactive format that would cut through in a highly cluttered and competitive sector, whilst also conveying and elevating both elements.