| Story | SUMMARY:Mercedes-Benz is one of the most established automotive brands in the world, known for its comfortable and spacious cars. With the ever-increasing importance placed on environmental protection, however, Mercedes-Benz needed to refocus its efforts. In 2008, BlueEFFICIENCY was launched, standing for all the fuel and energy saving technology in the Mercedes-Benz family. Competition in this domain is fierce, with both Volkswagen and Toyota dominating the rankings of environmental friendliness.In 2010, the BlueEFFICIENCY campaign was launched. The aim was to increase sales of BlueEFFICIENCY vehicles by 20% in all participating countries and to raise the overall perception of Mercedes-Benz as an environmentally friendly company.In the end, the Mercedes-Benz BlueEFFICIENCY campaign exceeded all its objectives many times over, with sales far beyond its target. Sales exceeded a minimum growth of 41% in all countries, well and truly exceeding the target of 20%.Due to the advertising campaign, Mercedes-Benz was seen as more responsible, sustainable and innovative by the end of 2010. All campaign elements contributed towards a more environmentally friendly image for Mercedes-Benz in Europe. |
