In Mexico, Mercedes-Benz Buses has been the market leader for over 20 years with 43% share. But until 2017 we didn't have a midibus model, where other competitors have taken advantage and were growing.

We had to launch the new Toreto, the midibus of Mercedes-Benz as a replacement for other kind of urban buses, but while interviewing real drivers we discover that they were a close community, where they only trusted other drivers.

If we couldn't get to our audience as a brand we had to create our own bus driver: Ramón Guerrero, driver of his loyal Toreto.

Our character was based in all the insights and data we collected from real drivers and inspired by the “Libro Vaquero” a targets traditional comic book, we created a 15-episode web series. All the episodes were published in Ramon’s personal Facebook page, because we knew that if he was going to become part of the community he was going to have to talk and share his daily routine as any of them would do.

To create Ramón Guerrero we gathered data and insights from real drivers from interviews as well as social listening.

Our main target was the bus driver, who is the person that will struggle to any inconvenient or malfunction the bus could have. As a close community that they are, bus drivers also have facebook private groups, making facebook the perfect platform for Ramón to share the episodes and get to become part of the groups.

A facebook page was created for Ramón Guerrero, there he shared all episodes as well as social content as if he was a real driver. The episodes where also share through Mercedes- Benz official channels as well.

The campaign went from October 2017 till November 2018, being july 2018 to october 2018 the most active period with more social ads.

Our 15-episodes web series archive a 3.2 engagement rate and Ramon's Guerrero personal facebook page reached 70% of our objective audience.

While the episodes gained 4.5 million views and 2 million interactions, Mercedes-Benz accomplished a 50% fan growth and a 16% sales increase of Toreto models.