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march 21, 2018 - Mercedes-Benz

Mercedes-Benz Football World Cup campaign: "Best Never Rest"

Permanently striving to reinvent is a trait that bonds #mercedesbenz with the German national football team. The "Best Never Rest" campaign which #mercedesbenz is initiating for the football World Cup in Russia puts this in a nutshell. It is getting under way on social media and in stadium communications, and the motifs will then be shown via further communication channels. As well as the team itself, the stars of the World Cup campaign are the new C-Class models from #mercedesbenz.

Around three months before the opening game of the football World Cup in Russia on 14 June 2018 in Moscow, #mercedesbenz is rolling out the "Best Never Rest" campaign. The campaign motifs show the untiring striving for advancement and perfection which #mercedesbenz and THE TEAM share – and which drives both to top performance over and over again. "Always keep on moving, keep on fighting, don't rest on your laurels – this is what THE TEAM stands for and this is what we stand for", says Dr Jens Thiemer, Vice President Marketing #mercedesbenz Cars. "This attitude is driving the German national football team on their path to that fifth star representing their fifth title. And this ambition always to continue developing and as the best to become even better, now has a name with our campaign: 'Best Never Rest'."

Top achievements in the Qualifiers for the 2018 World Cup, plus an outstanding press from the international sports journalists confirm the TEAM's renewed ambition to lead. "We're starting from an outstanding basis", says Oliver Bierhoff, Manager of the TEAM. "But that isn't enough. To take the title we can't allow ourselves to repeat the mistake we made in 1990 and rest on the laurels of our World Cup title. In order to remain the best we always have to continue developing, we must never stand still."

The "Best Never Rest" World Cup campaign draws on this high standard in emotionally charged motifs and sets the mood for the most important sporting event of the rest of this year. "The campaign's motto hits the nail on the head", says National Coach Joachim Löw. "Because this is precisely the stuff champions are made of: they're not satisfied with what they've achieved, they're greedy for the next success. We need this fighting spirit and absolute will to win in Russia in order to overcome such strong and hungry opponents as Spain and Brazil."

The #mercedesbenz lead agency antoni garage is responsible for creating the campaign, and was supported by Jung von Matt/SPORTS in developing it strategically and adapting it for social media. Saltwater Films produced the moving images for the #mercedesbenz football social media channels. During the soft launch from 21 March to 25 May 2018, the focus will be on the brand and team on social media (campaign branding, moving-image formats on "The next star for Germany"). The stadium communication (advertising boards, cam carpets, centre-circle onserts) starts with the Germany versus Spain match on 23 March in Düsseldorf. That is when the players will appear for the first time wearing the anthem jackets branded with the campaign motto. The team bus and team vehicles will be adorned with the campaign claim from this point in time. In its social media communications, #mercedesbenz is using measures such as sponsored trends with a first-view option on major sporting days such as on all those with the DFB team's World Cup games. The individual package developed with Twitter Germany enables every Twitter user in Germany to encounter campaign content immediately when opening the app. From May up until the Final the communications will be stepped up with TV advertisements, out-of-home advertising and point-of-sale activities, with the vehicles and players dominating the motifs.

Images and moving-image material is available via the following links:

Video for World Cup campaign: http://benz.me/BestNeverRest_Kickoff

Moving image & distribution via SID with statements on the campaign claim from Mesut Özil, Jogi Löw and Oliver Bierhoff: http://www.svdc.de/

Mercedes-Benz Football social media channel / The next star for Germany: www.facebook.com/mercedesbenzfussball/