Gold German Brand Award 2022 for Mercedes-Benz eActros Launch Campaign

  • Daimler Truck AG, together with the executive agencies, awarded in the “Excellence in Brand Strategy and Creation: Brand Communication – 360° Campaign” category
  • Progressive phases of communication from the launch in 2018 with the roll-out of the innovation fleet to the launch campaign and world premiere in summer 2021 – with the slogan “Charged & Ready”
  • Jasper Hafkamp, Head of Marketing Mercedes-Benz Trucks: “The eActros and our associated services represent a major step towards carbon-neutral road freight transport for Mercedes-Benz Trucks and our customers. The launch campaign is thus of particular importance to us.”

Stuttgart/Berlin – The winners have been announced for this year’s German Brand Award, one of the most important German prizes presented to a brand. With this prestigious award, the German Brand Institute honors companies, agencies, service providers and marketeers from all sectors, but also non-commercial and government organizations that stand out from the competition through exemplary brand management, sustainable campaigns and extraordinary marketing projects.

Together with executing agencies Scholz & Friends, Elbkind Reply, Oliver Schrott Kommunikation, netzwerk P and Code Red, Daimler Truck AG was awarded the coveted gold prize for the Mercedes-Benz eActros launch campaign in the “Excellence in Strategy and Creation: Brand Communication – 360° Campaign” category. The award was presented at the German Grand Convention in Berlin on Thursday, June 9, 2022.

How do you introduce the market to an electric vehicle in an industry accustomed to the smell of diesel fuel as a chaser for the scents of hot asphalt and burning rubber? Answer: In the context of partnership. From the launch in 2018 with the roll-out of the innovation fleet to the launch campaign and world premiere in summer 2021, the introduction took place in several successive phases. Now everyone can see that the eActros is Charged & Ready.

“With the series introduction of the eActros, Mercedes-Benz Trucks has once again proven its groundbreaking innovative strength. No less impressive is the partnership-based and trust-building communication concept, which has prepared the industry for the launch in 2022 in several stages, which started in 2018 at an extremely high level in terms of both form and content. In the spirit of the triad of ‘inform, advise, emotionalise’, the brand succeeded long before the actual launch in joining its customers on a journey into an emission-free future and inspiring them,” stated the jury in explaining its selection.

Jasper Hafkamp, Head of Marketing Mercedes-Benz Trucks, is delighted with the award. “In introducing the first electric series truck to sport a star, Mercedes-Benz Trucks heralded a new era. For Mercedes-Benz Trucks and our customers, the eActros and our associated services are a major step towards local carbon-neutral road freight transport. This is why the accompanying launch campaign is of particular importance to us and was driven forward with great commitment by all those involved. We would therefore like to thank not only the jury for this remarkable recognition, but also all the teams involved for their extraordinary dedication to this project.” In close cooperation between the marketing and press departments of Daimler Truck AG and the agencies involved, this exceptional project is now coming to an end with the successful market launch.

The German Brand Award is divided into two major disciplines:

In the Excellent Brands category, prizes are awarded to the best product and company brands within a particular industry. In the Excellence in Brand Strategy and Creation category, the best in the individual specialist disciplines receive an award.

German Brand Award a competition of the German Brand Institute

A gross reach of over 315 million contacts, a broad positive response from companies, agencies and service providers, as well as over 1,200 submissions all indicate the immense interest in awarding excellence in brand management.

The German Brand Award is a competition organized by the German Brand Institute, which was founded by the German Design Council and GMK Markenberatung (GMK Brand Consultancy Council) in order to strengthen the importance of brand management as a decisive success factor for companies in the national and international competitive environment. The German Brand Institute sees itself as a catalyst for the German brand economy, bringing together the most important brand makers and stimulating brand dialogs.

“In the course of the digital transformation and the associated further networking of our world, holistic brand management is more important than ever – whether start-up, SME or big player,” explains Lutz Dietzold, Managing Director of the German Design Council. “Holistic means convincing clearly at all levels of communication – both externally to the market and internally to employees and partners. A German Brand Award is a confirmation of outstanding brand work and it facilitates a degree of certainty – and therefore the good feeling of being on the right track.

We have also launched the German Brand Convention, held at the same time as the award ceremony for the German Brand Award. The dialog format with selected award winners ensures an in-depth exchange of knowledge on current issues of brand work and supports cross-industry networking,” Dietzold concludes.  

German Design Council – The Initiator

The German Brand Award was initiated by the German Design Council. Launched in 1953 by the German Parliament and endowed by the Bundesverband der Deutschen Industrie (Federation of German Industries), the renowned institution has been pursuing the goal of sustainably promoting the competitiveness of German companies for over 60 years. Today, the German Design Council is a world-leading center of excellence for communication and knowledge transfer in the field of design, branding and innovation. With international offers, promotion of young talent and memberships, it is an active member of the global design community and contributes to establishing exchange and networks worldwide. Through events, congresses, competitions, jury meetings and expert groups, the German Design Council connects its members and numerous other international design and brand experts, promotes discourse, and provides important impetus for the global economy. Its membership currently includes more than 350 companies.