The Actros Live Drive

After winning the Mercedes-Benz Trucks account, we were tasked to launch the new Actros, during the Covid period. Turning a problem into an opportunity, we decided to introduce Mercedes-Benz’s most innovative truck in an innovative way, actually an industry first.

  • Role CD/ECD
  • For Mercedes-Benz Trucks
  • Agency Publicis Emil | ANZ
  • Creatives Anna Yates, Kieran Adams

LIVE STREAM
The Live Drive was a 2-hr interactive live streamed event across AU and NZ that took truckies along for the ride, as we drove on a real truck route with a truck driver, a presenter and Mercedes-Benz Marketing Director, test-driving the Actros' ground-breaking innovations.

CASE

LIVE ENGAGEMENT
Viewers engaged in real time via the online hub, with live Q&As and competitions.

LIVE HUB
From teaser, to event to post-event phase, the whole project was hosted in a 3 stage contextual hub, where the content lives on.

RESULTS
Thousands of customers engaged, leading to outstanding sales (one truck was even sold during the event, sight unseen) and pre-orders - for the most effective launch event in the brand's history.

94% Sales Uplift in the 3 months post-event
118% Pre-Order Increase YOY
13% Market Share Increase YOY
8.4k+ Total Views
676h+ Watch Time