The first Mercedes-Benz truck rolled off the assembly line in East London, South Africa, in 1962. And, as they say, the rest is history.
I was part of the team responsible for launching and promoting the new Facebook page for Mercedes-Benz Trucks and Buses in South Africa.
As the art director on the project, I harnessed nostalgia, the rich history of the brand, and their cutting-edge outlook on the future.
Social Media • Digital • Art Direction • Design
Agency: Wunderman Thompson
We came up with the concept of Making history together and took a deep dive into the legacy of Mercedes-Benz's trucks and buses and the sentimentality it evokes with loyal customers.
I searched far and wide for vintage photos and video footage of Mercedes-Benz trucks and buses and used these in email blasts, social media posts, and video posts.
Targeting existing customers of Mercedes-Benz, I've designed an email blast, asking them to take a trip down memory lane with us on our new Facebook page.
We also remind them that Mercedes-Benz is looking forward to an exciting future with them, emphasized by sharing a teaser image of the Mercedes-Benz Future Bus.
Our first organic Facebook post got around 6k likes, an indication that our email blast, as well as the hashtag #MakingHistoryTogether, are a success.
In keeping with the history theme and the longevity and resilience of the brand, I proposed that we do a post showing the evolution of the Mercedes-Benz logo.
We also created a Facebook carousel post using the vintage photographs that I've sourced.
I cut together a video clip from the old video footage, paired it with a silent movie type soundtrack and used this as a Facebook video post with the copy:
#FlashBackFriday to how the Mercedes-Benz Trucks and Bus life used to be. #MakingHistoryTogether
