The values of Gen Z can be combined with the corporate values of MERCEDES-BENZ like no other company. And we show that with an image campaign for Mercedes-Benz.
The young generation of Generation Z is characterized by their strong emotions and values. As an established company like Mercedes-Benz, how can we attract the interest of this generation? We can achieve this by translating the corporate values of Mercedes-Benz into emotions and making them the central theme of our extensive campaign. We take the perspective of Generation Z and tell them from their point of view how it feels to be trained, promoted and empowered by Mercedes-Benz. In cooperation with the team around Heike Viohl, Jan-Hendrik Goley and Jennifer Simons as well as the trainees and dual students, we at Dorten developed the “MERCEDES-BENZ FEELING” concept to bring the unique Mercedes-Benz experience to life.