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CAMPAIGN OF THE MONTH: Mercedes joins World Cup fever

Mercedes-Benz Vans are working boys' toys at the best of times; cementing this proposition as part of its latest campaign Mercedes is using the World Cup and the summer biking calendar to reach SMEs

The van manufacturer is running two simultaneous campaigns: the 'Vito Sport lifestyle social media campaign' and the 'Talksport campaign'. Both are designed to build brand awareness and reach SMEs through sport. Both campaigns also encompass social media in the hope it will help Mercedes reach its goal of building and earning brand credibility instead of buying it.