In 2021, Mercedes-Benz Trucks presented the eActros as the world's first electric truck for heavy-duty distribution transport. In 2023, the eActros LongHaul will also make its world premiere with a range of up to 500km, which will revolutionize an entire industry.

At the IAA 2022, Mercedes-Benz Trucks presented the prototype of the eActros LongHaul.

The goal was to emotionalize the product launch and at the same time make electromobility more tangible for an industry that still has a lot of skepticism.

The eActros LongHaul not only offers optimal economic efficiency and emission-free transportation, but also a completely new driving experience, especially in terms of acoustics. Everything that the diesel engine used to cover up is now suddenly audible to the driver, an emotional feature – in addition to all the impressive performance data – with which we wanted to convince our target audience and directly reach their hearts and ears. We asked the popular musician Tua to compose a track using only sounds from the eActros LongHaul, the "Sound of Tomorrow." Tua is a musician, producer, scene legend, and passionate field recorder. Fifteen years ago, he helped develop German hip-hop from subculture to the pop of the modern era. The perfect partner. The "Sound of Tomorrow" had its premiere at the IAA and on the social web, serving as background music for the presentation of the eActros LongHaul.

We wanted to communicate the topic of electromobility to logistics companies in a completely new and emotional way.

Instead of relying on dry numbers and facts and familiar images of "electric flashes," we wanted to win their hearts to overcome the skepticism towards this "cold technology."

In an industry that is very attached to its habits.

The data from the research group of test drivers immediately showed that they all provided a common feedback on the truck: the quiet and almost noiseless engine leads to a completely new driving experience. One perceives the entire environment and the truck completely differently. Contrary to popular belief, it is not silent, but rather the sounds from the vehicle and the surroundings come much more to the fore. We wanted to highlight this effect in our communication.

We accompanied Tua during the creation of the "Sounds of Tomorrow".

On social media – both on the Mercedes-Benz Trucks account and on Tua's account – the target group could experience it up close.

From the first recording with the contact microphone to the creation of the track in the studio.

The song was then premiered at the premiere of the eActros LongHaul at the IAA Transportation and became the soundtrack at the trade fair booth.

A music video has been produced with sound-reactive motion graphics, which was also released on the channels of Tua and MB Trucks.

The concept truck had a premiere that couldn't have been more successful.

In addition to the positive customer feedback at the IAA, which is reflected in both the "Truck Innovation Award 2022" and the selection for best trade show exhibit, all KPIs for PR/press coverage and social media were far exceeded.

(Note: This was an event-related tactical social media campaign without any sales/business targets. Please look in the confidential part for some more information)