Crave Group puts local spin on Mercedes-Benz’s global tour

Creative agency Crave Group has partnered with Mercedes-Benz New Zealand to launch the local leg of the automotive company’s global ‘140 years. 140 places’ tour as well as the new S-Class model.

This year marks 140 years since the first motorcar, which was said to be patented by Carl Benz in 1886. The tour follows and celebrates the century of engineering innovation that followed. But with most of that innovation taking place across Europe, Crave sought to make that legacy feel relevant here in Aotearoa.

Research done by Crave revealed that the first motor vehicles ever imported into the country in 1898 were two Benz & Cie. Patent Motorwagens, brought here by politician William McLean. He later helped introduce legislation allowing motor vehicles onto New Zealand roads.

This became the foundation of Crave’s campaign, showing that Mercedes-Benz’s innovation story forms part of Aotearoa’s automotive history.

Retelling McLean’s arrival

The tour’s media and VIP launch was held at a private Ponsonby venue, hosted by Mike McRoberts. Guests experienced a cinematic retelling of William McLean’s arrival before journeying through 140 years of Mercedes-Benz innovation, culminating in the reveal of the new S-Class beneath a recreated 19th-century shipping container.

Mercedes-Benz NZ head of marketing Laura Arnold says: “For a brand synonymous with innovation, being part of the global ‘140 years. 140 places’ tour was a special opportunity to celebrate our past while looking confidently to the future.

“Sharing a chapter of the Mercedes-Benz story that is uniquely connected to New Zealand made this project particularly meaningful, and with significant new model launches on the horizon, including the arrival of the new S-Class this November, it’s an exciting time for Mercedes-Benz in New Zealand.”

Authentic rather than imported

Crave Group’s head of brand experience Georgina Otto, led delivery across both launch events. “We wanted the New Zealand leg of the tour to feel authentic rather than simply imported,” she says. “Finding William McLean gave us a genuine local starting point. By the time the S-Class was revealed, guests weren’t just seeing a new vehicle; they were experiencing the next chapter of a story that began in Wellington Harbour more than 125 years ago.”

The second event shifted focus from heritage to community, bringing together more than 100 Mercedes-Benz owners at the Ardmore Warbirds Hangar. Then the new S-Class was sent on its New Zealand leg of the global tour, an eight-day, 3,600-kilometre journey visiting the Southward Car Museum, Lake Tekapo, Ayrburn and culminating in a private collection drive at Highlands Motorsport Park.

“The first event celebrated Mercedes-Benz’s history; the second celebrated the people who bring the brand to life,” Otto says. “Together they created a launch experience that resonated with both media and owners.”