Mercedes-Benz Vans presents
with Henry Rollins
Tough Conversations is an integrated, content-driven campaign that includes PR, DM, Social and online content, a radio partnership (Triple M), a podcast series that has been selected for use on Virgin Australia in-flight entertainment and a one-hour documentary, that aired on primetime Network television (ONE).
This campaign was designed to generate awareness about the first ute Mercedes-Benz has ever produced, reach a new audience outside motoring media, drive leads before the X-Class official launch and shift brand and category perception around what makes someone or something tough. Pushing longstanding category conventions and seemingly the only marker in the Australian ute category.
Punk rock icon-cum-social commentator Henry Rollins travelled from Melbourne to Mt. Isa in the new X-Class. He met a wide variety of Aussies from all walks of life; farmers, politicians, world champions, activists, musicians and more sat down with Henry for ‘Tough Conversations’.
PR was integral to the campaign before, during and after the journey, allowing Australians to engage with Tough Conversations every step of the way.
There were 85 pieces of positive coverage about the campaign across print, online, TV and radio as well as national and regional coverage. This included co-hosting Australia’s favourite news and current affairs talk show, The Project, appearing on ‘Tonightly’ with Tom Ballard, and numerous news reports, opinion pieces and interviews by mainstream general news media, entertainment, current affairs and motoring journalists.
CASE STUDY VIDEO - PR
Along with our documentary, we produced a 5 x part documentary series that included longer, more in depth interviews with our best subjects.
The content quickly climbed to number one on the Australian Apple iTunes charts and was a featured podcast. Virgin Australia picked up the podcast series for their in-flight entertainment and on average, 90% of each podcast episode was consumed, showing significant engagement.
We used a variety of media channels to spread our message, including the humble street poster – a format audiences are used to seeing Henry Rollins on.
CASE STUDY VIDEO - ENTERTAINMENT
We used a variety of media channels to spread our message, including the humble street poster. Something audiences are used to seeing Henry Rollins on.
Our Tough Conversations microsite hosted exclusive content, and specific information on the X-Class. It also allowed people to register their interest in the X-Class and an RSS feed.
Driving through harsh terrains of Australia gave the X-Class centre stage throughout the campaign and allowed us to curate localised imagery.
Driving through harsh terrains of Australia gave the X-Class centrestage throughout the campaign and allowed us to curate localised imagery.