Creative strategy

Mercedes Benz were getting ready to launch its answer to electrification - The EQ concept. The engineers had made wonders but there were some uncertainties on how to go to market. ForOne was one of three worldwide case teams commissioned to come up with a viable strategy.

We dug into everything - market and consumer insights, infrastructure readiness and what not. Bottom line, we ended up with two basic suggestions: (1) Don’t let this be about electric cars. Use the force already built into the brand. (2) Raise the price tag. Supply is scarce and pricing in this category is not comparable to regular combustion engine cars.

So what happened? Well, for one thing Mercedes picked up on our strategy and launched a global campaign with world-renowned artist The Weeknd on the theme “...What do you mean? I drive a Mercedes”. Secondly, they raised the price tag per car by 100.000 SEK and instantly sold out every car on the Swedish market, earning an extra truck load of cash. A pretty good result for a 3 month project, wouldn’t you say?

Testimonials

”For One played a very important part in shaping our EQ concept” Björn Hauber, CEO, Mercedes Benz Nordics

Deliverables

Insights | Opportunity mapping | Positioning | Brand strategy & concept | Pricing | Marketing strategy | Go to market roadmapping | and more.

For more information please contact: jakob@forone.com

Gardeners dressed for success

In November 2021, Plantagen launched Gardener's Essentials - a completely new range of high quality, functional and great looking wearables for active days in a garden center. The initiative is a part of a larger ForOne conceptual project purposed to build the best possible garden center customer experience - and it all starts with the co-workers. Karin Hultgren, Concept Development Manager at Plantagen, says:

"We set out to make something completely different from what you normally see in a big retailer environment. Wearables that our co-workers actually love to wear and feel proud of everyday."

The Gardener's Essentials have been designed in Sweden and sourced from factories in Sweden and Portugal. It basically consists of high function Pants (with knee-pads), T-shirts, Aprons, Over shirt, Denim shirt, a Jacket and a Cap. Every piece has been carefully crafted from materials as natural as possible with special attention to details, durability, sustainability and function.

Dennis Lindgren, head of Apparel design in the ForOne case team says:

"I am proud of what we actually achieved together with the Plantagen concept team and our production partners. This collection of high quality and durable wearables not only looks great, but also works wonderfully in an everyday gardener's environment."

This project has been a great team effort from day one and a proof of concept in regards to seamless collaboration between multiple disciplines and parties. Special thanks to all of you out there who contributed!

For more information regarding this case or other ForOne related cases, please contact jakob@forone.se

Visions made crystal clear

Picture by Katie Moun

If the destination is covered in fog, it does not matter how well the road is built. Your fellow travelers will feel insecure, confused and they will be pulling in different directions. As consultants, often with an outside-in view on things, we see it all too often.

The goal itself may be super clearly worded, sometimes with an exact number: "We're going 8848 meters above sea level!". Meanwhile, the goal picture is more vague, unclear and incomprehensible than you might first think: "We're going to the top of the mountain!" (Absolutely! But which mountain?)

Our tip: If you want to get ahead with the company and bring the gang with you, paint your goal picture as clearly as possible.

If you are going up a mountain, tell your team which mountain. Describe carefully what it looks like and what can be expected of the the view from the top. Do not settle for a number or vague wording such as "... leading in ..." or "... the best in the world ...". Be concrete and clear.

With a clear view of where to go, and this we promise you, your co-workers will focus less on the fact that the road ahead may be difficult. Instead, they will imagine the wonderful view and tingling feeling of arriving at the top. It creates commitment, gets people moving in the same direction and opens up valuable initiatives and creativity in finding ways forward.

It is called a visionary approach, and it is a proven recipe for success. Ask anyone who has stood on the summit of Mount Everest.

Working together, all is possible. If you have a clear target to reach.