Building trust with documentary content
For its first fully electric model range, Mercedes-Benz introduced Mercedes‑EQ. The brand’s core message: an electric Mercedes is every bit a Mercedes—now powered by electricity.
I led the editorial direction of the content campaign, building awareness and trust by following the EQC through its rigorous testing journey, showcasing a visionary concept car and interviewing compelling testimonials.
Always-on series
Role: Editorial Director
Agency: Looping Group
The campaign’s narrative arc followed the EQC model through its R&D journey, with a strong focus on testing under extreme conditions.
In parallel, we highlighted the breadth of the upcoming range while reinforcing core brand values. By introducing the futuristic Concept EQA alongside equally forward-thinking personalities, we crafted clear, compelling stories of pushing into new frontiers.
Through emotional storytelling and a documentary approach, we showcased the strengths of Mercedes-EQ technology and portrayed protagonists driving innovation within and around the brand.
Product Messaging
Display of concept cars plus real-life testing of prototypes and finished models for performance proof.
Distribution Channels
Stacked-content approach for distribution across multiple social and owned channels.
Brand Messaging
An electric Mercedes-Benz is everything you expect from a Mercedes—redefined with an all-electric drive.
Customer Journey
Drive awareness and spark interest in the upper funnel more than six months ahead of the brand launch.
Content Strategy
Channels
Mercedes-Benz platforms
& global social media
Testimonials
Project leads and senior engineers shared exclusive insights into technology and design shaping the new brand and its launch model.
Creative Approach
Documentary style in original R&D locations to foster trust in highest standards of testing, quality,
and safety.
Product Storytelling
The narrative arc traced the EQC model through its R&D and rigorous testing journey, demonstrating exceptional quality and safety.
Brand Storytelling
Compelling, forward-looking stories of breaking new ground—introducing the futuristic Concept EQA alongside equally visionary personalities.
Editorial Concept