Mercedes-Benz Switzerland wins gold at the Best of Content Marketing Award 2025

At this year's Best of Content Marketing Awards (BCM) in Munich, Mercedes-Benz Switzerland was awarded gold in the "B2C - Mobility/Transport/Automotive" category. The prize is considered the most important award for content-driven communication in the German-speaking world.

The prize was awarded to the "Defining Class" campaign, with which Mercedes-Benz presented the vehicle as an intelligent everyday companion - technically sophisticated, emotionally charged and precisely tailored to the target group. The jury particularly praised the combination of visual and technical excellence with a high standard of content.

For "Defining Class", the Swiss national company relied on an integrated communication concept that combined traditional advertising with journalistically prepared content. In addition to TV and online commercials, numerous background articles, portraits and service articles were created - from the brand's perfumer and the developer of the voice assistant to travel tips for families and frequent travelers. The aim of the campaign was not only to generate reach, but also relevance and credibility.

"Modern advertising relies on storytelling with proof points, purpose and emotion. Just snappy headlines with pretty pictures are no longer enough," says Patrick Bossart, Head of Marketing at Mercedes-Benz Switzerland. In fact, according to the company, the content campaign achieved significantly more contacts than the classic ATL campaign - with a lower budget.

The project was implemented together with several partners: Redact was responsible for the concept and content, TeamX for advertising materials and media planning, mBusiness for the online magazine and Qmart for CRM activities.

Every year, the BCM Award recognizes outstanding achievements in content marketing and storytelling. The work is judged by specialist juries of around 200 experts from Germany, Austria and Switzerland - with a clear focus on the quality of content and strategic impact.

Further information on the campaign: www.mercedes-benz.ch/lead-in-intelligence