Mercedes-Benz G GmbH – Employer Branding.
Client
Mercedes-Benz G GmbH
Project Title
Employer Brand Development
Topics
Employer Branding
Imagery
Digital
Year
2019
Everyone knows the vehicle – but not the company that develops it and bears overall responsibility for it. For historical reasons, in Styria, where the G-Class has always been developed and built, there is a very vague perception of the relationship between our clients and Magna, the producer of the G-Class. There was a clear need for communicative action here.
Step 1:
Iconic Engineering.
Iconic Engineering/Background:
1. Specification of the engineering task for an iconic vehicle as distinct from classic vehicle development
2. Visual framing of “engineering” as a distinction from classic sales communication
Step 2:
Visual Concept Development.
Goal: authentic visual motifs showing that G-Class developers don’t just sit at their desks, but check every detail live in extreme situations.
Step 3:
Claim Development.
Identifying the specific attitude of employees based on employee interviews. Showcasing the special passion, the strong team spirit, the palpable fascination for the G-Class product, and the pride of working for a globally admired vehicle icon.
Measures.
Development and implementation of a dedicated website for employer branding / recruiting.
A different kind of recruiting film: shot with the G-Class rearview camera – with an integrated making-of as a film within a film.
