The Mercedes-Benz Sprinter is a commercial van manufactured by Daimler with an inconvenient lineage. During the DaimlerChrysler merger years it was branded as a Dodge vehicle. After the breakup, it was rebranded as a Mercedes-Benz and positioned to compete against Dodge vans.
This campaign specifically targets those Dodge Sprinter owners who are considering replacements or service for their vans. The primary goals of the campaign are to inform this audience of the improvements made to the current rebranded models and to promote the expertise of dealership service. To execute this strategy, schematic diagrams and x-ray imagery are employeed to illustrate a more detailed view of the Sprinter’s benefits.