Mercedes-Benz: BlueEFFICIENCY

Luxury automotive brand, Mercedes-Benz, wanted to promote its BlueEFFICIENCY environmental sub-brand across Europe.

Mercedes-Benz: BlueEFFICIENCY

G2 Germany

Mercedes-Benz is one of the most established luxury automotive brands in the world, well known for its expertise in building safe, comfortable and spacious passenger cars. With environmental protection becoming more and more dominant in the buyer decision process and general media, Mercedes-Benz launched an environmental sub-brand in 2008.

The BlueEFFICIENCY label stands for all fuel-/energy-saving technologies within the Mercedes-Benz family and attempts to reduce the perception of Mercedes-Benz as being a producer of large, fuel-guzzling vehicles. But with Volkswagen and Toyota dominating the rankings for environmental friendliness, it was a challenging task for Mercedes-Benz to...

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