Mercedes-Benz Vans in experiential drive

Mercedes-Benz Vans has teamed up with mountain bike racers Team Ashton Diamondback and the Animal Relentless Bike Tour for an experiential roadshow.

Mercedes-Benz Vans in experiential drive
Mercedes-Benz Vans in experiential drive

The firm's Vito Sport vehicle will visit mountain bike events and international competitions throughout the rest of the summer in a campaign created by Cygnus Associates.

"This is an unprecedented move for us," said Mercedes-Benz Vans sales and marketing director Steve Bridge. "We are taking a huge step away from our traditional advertising route and working to engage with customers, rather than talking at them."

"We feel that moving away from more aggressive advertising techniques and employing more experiential methods is in keeping with how this specialist market prefers to be approached," he added.

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