The sports van market is very competitive, with a number of brands like Land Rover, Ford, Volkswagen and Citroen all well-established. Our readers dream to be a part of the MBUK's Wrecking Crew, made up of a team of expert Mountain Bikers seen as heroes of the sport. Partnership with the UK's largest Mountain Biking magazine and the Wrecking Crew gave Mercedes the chance to position the Vito Sport at the very pinnacle of mountain biking and the ideal tool for the sport.

Our challenge was to push Mercedes Vito Sport up the consideration list by demonstrating its practical capabilities in the most exciting way possible.

We worked with Mercedes to launch a 9 month campaign running from February 2011 to December 2011. The campaign saw Mercedes Vito Sport as headline sponsor of The Wrecking Crew in magazine and creation of Vito Sport mobile channel.

During the campaign there was a 10% increase in 'top of mind' awareness and 'prompted awareness' grew by 16% up to 84%. Purchase consideration increased by 10% and any spontaneous awareness where Mercedes Vito was mentioned as a suitable vehicle for mountain biking rose by 23%.

By creating the association between Mercedes and the Wrecking Crew we were able to inject consumer emotion into a practical purchasing decision. In turn this lead to the credibility and visibility of the brand growing considerably.