Cargo Launches National Marketing Campaign for Mercedez-Benz Vans Canada

GREENVILLE, SC- November 26, 2013 –  Mercedes-Benz Vans Canada has launched a dynamic nationwide Business-to-Small Business (B2SB) marketing campaign introducing its All-New 2014 line-up of Sprinter Vans. The campaign was concepted and developed by The Cargo Agency, MB Vans Canada’s Agency of Record that specializes in helping global brands market and advertise to small businesses (SMBs).

The marketing campaign kicked off in early September with digital teaser tactics, including a micro-site, online display ads, SEM, social media and eMarketing. On October 1, the full campaign launched with the expansion of the micro-site that utilizes new web design techniques for a dynamic user experience; print advertising in national trade magazines; digital collateral elements; social media content; and a dealer website platform among other offline and online integrated tactics.

The underlying small business insight driving this campaign is, ‘To move their mind you have to move their heart first’,” explains Cargo Managing Director Dan Gliatta. The tendency with B2B marketing is to focus only on the rational — the features and benefits only — but making a connection with a small business owner starts on an emotional level.”

At the hub of the campaign lies “The All-New 2014 Sprinter” microsite designed with parallax web design. Featured in English and French versions, as a visitor scrolls through the site images of the striking new Sprinter Van roll in, up and across in a variety of environments familiar to many small business owners — from the streets and job sites of Halifax to the highways and businesses of Metro Toronto. The scrolling effects are designed to provoke user curiosity, create stronger site engagements and lead visitors to research more about the All-New 2014 Sprinters.

In addition to the microsite is an enhanced full-site experience, which is designed to make it easy for a SMB to find the make and model of Sprinter that best suits their particular needs (Cargo Van, Passenger Van or Cab Chassis) and provide a suite of online shopping tools that includes a Fuel Calculator, Payment Estimator and a Total Cost of Ownership calculator. 

“Our research showed us that SBOs (Small Business Owners) are immersed in their computers and mobile devices,” says Gliatta, “so we wanted to reach them in a way they normally operate yet make their experience with Mercedes-Benz eye-opening and memorable.”

Early results of web analytics indicate the strategy is working. After one month, the campaign has generated an increase of 16.4% of visitors to thesprinter.ca home page. “We believe the engaging, digital nature of this campaign will make a strong connection with Mercedes-Benz Sprinter’s audience,” says Mercedes-Benz Vans Canada Manager Miki Velemirovich. “We’re not only launching the All-New Sprinter product but with Cargo’s help we’re continuing to build a strong, trusted brand for Mercedes-Benz Vans in Canada, which entered this market just three years ago.”