Concept and objectives
"We are particularly pleased to launch an integrated marketing campaign for the first time synchronized at the world premiere of the EQS," says Bettina Fetzer, Head of Marketing Mercedes-Benz AG. "With this extraordinary staging, we want to combine sustainable mobility with an emotional and luxurious brand experience and further strengthen the fascination for our electric Mercedes-EQ models."
Visual concept
Campaign claim and target group
Media mix
Time period
Credits
Interesting figures, data, facts - about the new EQS
With the MBUX Hyperscreen, multiple displays merge seamlessly to create an impressive curved screen band over 141 centimetres wide. The area perceived by the occupants measures 2432.11 sq. cm.
To get to the most important applications of MBUX, the user has to scroll through 0 menu levels. That's why it's called a zero layer.
In 2022, a total of eight Mercedes-EQ electric vehicle series will already be produced at seven locations on three continents.
No.6 MOOD Linen is the name of the fragrance composed especially for the EQS. It bears the number 6 because the first electric cars were added to the model range in 1906 with the "Mercédès Electrique" vehicles.
More than 40 new inventions have found their way into EQS. In addition, 20 design applications protect the extraordinary design of the electric luxury saloon.
The "Mercedes-Benz pattern" is used in several places in the EQS, for example, in the exterior as a special variant of the Black Panel front or in a light-alloy wheel design. It is an abstracted, three-dimensional star pattern based on an early trademark of the Daimler Motorengesellschaft (DMG), which was entered in the trademark registry on 9 February 1911.
The components of the EQS made proportionately from resource-saving materials (recycled and renewable raw materials) weigh 80 kilograms.
In total, the Mercedes me Charge network comprises over 500,000 charging points, of which over 200,000 are in Europe. Also included are the 336 fast-charging stations that run exclusively on green power. This has set up the IONITY fast-charging network, co-founded by Mercedes-Benz in 2017, on long-distance roads in Europe.
Alicia Keys and the world premiere of the EQS
On April 15, 2021 Mercedes-Benz announced that they will further expand their collaborations and relationship with Grammy Award-winning singer-songwriter, producer and composer, Alicia Keys, as a global partner. Keys joined Mercedes-Benz for the world premiere of the highly anticipated EQS. She performed a medley including her hits ‘No One’ and ‘Authors of Forever’, a song from her latest album ALICIA.