All new Mercedes-Benz trucks are fitted with BlueTec® as a standard feature. This ground-breaking diesel technology guarantees low fuel consumption and ensures that the nitrogen oxide in the exhaust fumes is reduced by up to 80%. Their brief: To convince press multipliers and decision.-makers of the advantages of the new Mercedes-Benz Bluetec® technology. Because oil is a fossil fuel. And they told the story of precisely these fossils, to highlight the low consumption of BlueTec®. To convince specialist journalists and top decision–makers in logistics companies of the low fuel consumption of the new generation of BlueTec® engines, they wrote a series of short stories that give a completely new emotional charge to the topic of saving gas. They told the dramatic stories behind every single drop of fuel and took their readers to a land hundreds of millions of years before our time. The “Stories in oil” triggered an increase in reports about BlueTec in specialist journals and a 33% increase in test drives by the press. Furthermore Mercedes-Benz received numerous enquiries from people that had been contacted in writing, asking about a continuation and book with additional poems.
Agency: BBDO Stuttgart, Germany.