White van drivers show off their poetic side…. Putting the spotlight on the nation’s army of van drivers, delivering the goods when it comes to spoken word.
Mercedes-Benz Vans
Poetry in Motion
THE CHALLENGE
Van drivers feel unfairly stereotyped. Our research for Mercedes-Benz Vans discovered how the majority of van drivers feel they’re poorly judged and underestimated. Challenging these misconceptions and supporting a misunderstood community needed a gear change.
OUR APPROACH
We encouraged the Mercedes-Benz Van driving community to subvert the stereotype by showing their creative side.
THE SOLUTION
With the help of spoken word artist and poet, George the Poet, we published MBV’s Poetry in Motion, the first ever anthology of poems written only by van drivers. To celebrate the launch of the book and officially crown the UK’s most poetic van driver, we hosted the MBV Poetry in Motion poetry slam event at London’s Hackney Church Brewery.
THE RESULTS
50+ pieces of top tier coverage including The Times, The Guardian, The Sun and The Express
Uplift in brand positivity and perception of Mercedes-Benz Vans supporting SMBs