Mercedes-Benz EQS SUV Launch Campaign.
Conceptualising social and physical activations to celebrate the launch of the new EQS SUV.
The ask was to conceptualise a campaign consisting of social and physical activations to launch the new EQS SUV as a progressive luxury SUV made for pioneers – an exceptional audience living extraordinary lives.
Together with an Art Director, we came up with two strong concepts to put in front of the clients and sold one in the first round.
Client x Agency
Mercedes-Benz Singapore x RAPP
Year
May 2023
MANIFESTO
Power your infinite.
Unveiling an icon for the future.
Exceptionally designed for those who blaze the trail and for those who break new ground.
The one that fulfills your desires and pursuits to unlock a future of limitless possibilities – a future for the world.
The one that powers your infinite.
This is for pioneers.
The all-electric EQS SUV.
Launch video
A catalyst of infinite possibilities.
For the activation idea, we proposed a symposium and spectacular car showcase to represent leadership in shaping a greener future, which is what both the EQS SUV and Mercedes-Benz stand for.
We proposed a partnership with like-minded leaders — people who were known to be industry disruptors. We suggested partnering with the founders of WOHA Architects, Richard Hassell and Wong Munn Sum. They have been at the forefront of sustainability in Singapore and are a natural fit to partner with Mercedes-Benz.
For the event location, we suggested the newly unveiled Pan Pacific Orchard Hotel, Singapore’s first zero-waste hotel. After all, a pioneer car deserves a pioneer location.
Samples of social posts.
Copy for product brochure.
This is for pioneers. Exquisitely designed for trailblazers, the EQS SUV is the first all-electric luxury SUV with space for up to 7 people. Immerse yourself in an avant-garde interior where ultra-comfort and smart connectivity redefine luxury. Electrically adjustable seats, expansive legroom, and a boot capacity of up to 2,100 litres combine to exude a sublime sense of space.
Elevate the experience with the MBUX Hyperscreen for a spectacular command centre in the cockpit. Supported by “zero layer” interface, it intuitively adapts and brings everything you need to your fingertips. Taking in-car entertainment to the next level, the Dolby Atmos Sound System® provides an immersive audio experience that enhances space, clarity, and depth.
On the road, the aerodynamically optimised design delivers a drag coefficient of just 0.26, even with its substantial load capacity. The EQS SUV embodies compact-like ease during manoeuvring with its rear axle steering of up to 10º for a stable, agile drive on any terrain. Efficiently electric, the EQS SUV goes to a range of up to 610 km (WLTP) on one full battery charge.
A future of infinite possibilities is here. The all-electric EQS SUV. A true pioneer on the road.
credits
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Joe Tee
EXECUTIVE CREATIVE DIRECTOR
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Clive Sin
ART DIRECTOR
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Sharmain Lim
ART DIRECTOR
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Shane C
SENIOR COPYWRITER
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Novelyn Teoh
PROJECT/ACCOUNT
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Ja Lyn Tan
PROJECT/ACCOUNT