Mercedes-Benz Trucks UK Ltd

Mercedes-Benz Trucks had long dominated the UK fleet tractor unit market, largely through the success of their ‘vanilla’-spec vehicles. However, this strength in fleet came at a cost: perception. Among drivers—particularly those in the owner-operator and small fleet segments—Mercedes-Benz was not seen as the truck of choice. Instead, brands like Scania led the retail market, favoured for their power, comfort, and high spec—especially for overnight hauliers.

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In 2020, our challenge was clear: reposition the Mercedes-Benz product to appeal directly to drivers, and grow the brand’s market share in the retail space.

With the average UK driver aged 55, traditional digital channels weren’t enough. Rather than rely on standard ad campaigns, our approach was emotion-led and focused on engaging the driver community—building affinity and aspiration, rather than simply awareness.

During our focus groups with drivers, it became clear that Mercedes-Benz lacked a driver-centric, premium model that could serve as a campaign hero. To address this, we partnered with the product team and selected drivers to co-create a specification that balanced driver appeal with commercial viability for operators.

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We drew inspiration from the brand’s F1 and AMG heritage, subtly weaving in performance cues to elevate desirability and prestige. The result was the Actros1—a modern revival of the name once used for a rare 1980s special edition. Limited to just 100 units, Actros1 trucks were fully branded and came with bespoke touches like exclusive plaques, branded bedding, cab mats, and driver shirts—all carefully designed to build emotional connection and brand pride within the driver community.

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> Watch our product video

The Actros1 rollout required a highly targeted and empathetic approach, tailored to the unique needs of our key demographics:

• Drivers aged 55+

• Owner-operators aged 40+

• Small family-run hauliers

• Fleet operators looking for standout, flagship vehicles

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This was more than a product launch—it was a multichannel brand movement. While we leveraged core digital channels, social media, and a dedicated microsite, the heart of the campaign was community.

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We knew that to earn credibility, Mercedes-Benz had to demonstrate it truly understood drivers. So we built an emotional, storytelling-led campaign unlike anything the brand had done before. A powerful hero film, supported by a series of shorts, was created and seeded through trade press, digital platforms, and targeted media. Crucially, we featured real drivers, not actors, to bring authenticity to every frame.

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To deepen engagement, we activated live experiences—attending Truck Fest and touring UK truck stops, using the truck itself as both a promotional tool and a film set. The campaign was supported by influencer and press drives, putting Actros1 directly in the hands of the community it was built for.

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> Watch our launch video

One of the key challenges of the Actros1 project was that the Mercedes-Benz Dealer Network wasn’t accustomed to marketing or selling retail-focused products. To ensure buy-in, we made internal engagement a top priority.

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We hosted a series of bespoke conferences centred on professionalism in retail sales, and developed a comprehensive suite of sales and marketing materials well ahead of launch. Dealers were given early teaser content and invited to take pre-sale orders—resulting in 20% of the total allocation sold before a single truck had been seen.

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In the first month post-launch, 65 Actros1 units were ordered. Each customer received a personalised press release and a scale model of their truck. Their vehicles were featured on the Actros1 microsite, gaining further visibility—and the trucks quickly became self-promoting, regularly appearing at driver events across the UK.

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The campaign’s success not only shifted market perception but also inspired Mercedes-Benz to continue the concept, rolling out bi-annual, limited-edition models across Europe under the updated name “Edition One.”