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  • Marketing

    Tough times

    Aug 12, 2018 4 minutes

    Campaign

    Tough Conversations

    Client

    Mercedes-Benz Vans

    Agency

    The Royals

    Background: Australia is the most competitive ute market in the world, with 215,000 utes sold in 2017. The Toyota HiLux and Ford Ranger are the top two vehicles sold in Australia across all automotive categories. When Mercedes-Benz first announced the arrival of the new X-Class, Australians were sceptical and unsure of how Mercedes-Benz – known for its premium vehicles – would go at producing a ute that’s stereotypically known as Australia’s workhorse.

    The Royals agency was tasked with developing a pre-launch campaign for the X-Class to emotionally prime Australians with a unique and memorable take on a tough ute.

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