The beginning of December marked the beginning of the “Enjoy Electric.” campaign, a collaboration with global R&B star The Weeknd that celebrates the market launch of the Mercedes-Benz EQC. Starting with a teaser phase, the full campaign l launched on November 29, when the EQC Web special went live on mercedes-benz.com. The introduction of the all-electric EQC is the logical next step in a new direction for Mercedes-Benz, whose history stretches back through 133 years of innovation, development, and progress. The campaign features a compelling TV ad, a long-format film, and four product films that will be available on the brand’s social media channels. Global Diamond Certified R&B star The Weeknd is not only the main protagonist of the films, he also served as the campaign’s Creative Director. The Mercedes-Benz EQC campaign film featuring The Weeknd can be seen on Mercedes-Benz’s YouTube channel from November 29.
The Weeknd is a Grammy Award-winning, multi-Platinum, and Diamond-certified recording artist and founder of the visionary XO collective. Filtering R&B, pop, and hip-hop through an ambitious widescreen lens, The Weeknd has redefined all these genres and solidified his iconic status with successes spanning record-breaking chart triumphs. “We are delighted about the collaboration with Abel Tesfaye, better known as The Weeknd,” said Bettina Fetzer, Vice President Marketing, and Mercedes-Benz Cars. “The collaboration was inspiring and gave us lots of new and creative impetus. Abel’s talent as the creative director and performer is the right combination for this unique Mercedes moment on the road to an electric future.”
The EQC is the first model from Mercedes-Benz’s EQ product and technology brand to arrive on the roads, and marks the beginning of a new era in mobility for the brand—it doesn’t just feature electric power and a striking design, it also delivers dynamic performance, thanks to two electric motors at the front and rear axles with a combined output of 300 kW. With Mercedes me, EQ offers comprehensive services and makes electric mobility convenient and practical for everyday use.
The EQC campaign also represents a new approach to marketing communications for Mercedes-Benz EQ, a key component of which is collaboration with personalities who are shaping the mobility of tomorrow. In this case, The Weeknd is a role model for young people and thus is able to connect with new audiences who are ideally suited to EQ. Taken together, a pioneering spirit and the courage to take new paths inspire authentic communication while supporting a contemporary approach to sustainable luxury.