Mercedes-Benz is introducing its all-electric G-Wagon in Canada with new activations at prime shopping venues, including Toronto’s Yorkdale Mall and other malls in Montreal and Vancouver. The automaker says it aims to broaden the audience for its G-Class line and connect with a “wide range of luxury consumers in an unexpected way.”

Supported by the global campaign “The Rise of Electric,” the activation is an installation of the new G 580 on top of an 11.5-foot-high mountain with a 45-degree slope. The campaign in Canada also includes DOOH ads in the malls, TV commercials, social media promotion and print material, with OMD handling the media buy.

Mercedes-Benz rolled out the global campaign last year, following the SUV’s debut in the U.S. market. Starring Hollywood actor Bradley Cooper, the campaign’s centerpiece showcases the G-Class’ off-road prowess while highlighting its suitability for daily driving, ending with the SUV parked in an urban setting and perched on a rocky slope.

Nathalie Gravel, national manager of marketing and communications at Mercedes-Benz Canada, tells MiC that as the model makes its Canadian debut this year, the team wanted to reinforce its positioning, emphasizing that it’s not solely designed for off-road consumers.

“Mercedes-Benz represents iconic luxury, and that comes to life a variety of ways. The G-Class is an icon of adventurous luxury, and it is entering a new era with the introduction of the first all electric G-Class,” Gravel says. “This installation celebrates both the heritage of this legendary off-roader, and its next evolution with the introduction of the G 580 with EQ Technology.”

Activations are not a very common platform for the automaker in the country. However, in recent years it has focused on shopping malls to launch “Mercedes Me,” a retail space with an immersive brand experience for potential buyers. Aside from offering an experience that goes beyond what can be found in a dealership, the company wanted to leverage the enduring popularity of malls as social hubs to highlight that “Mercedes Me” is more of a lifestyle than a place to buy a car.

In 2017, it opened its second “Mercedes Me” concept store in Canada in the CF Markville mall, featuring its most recent models, collectibles, and branded accessories such as luggage, golf bags, pens and apparel. The first store opened at the Aberdeen Centre in Richmond, British Columbia.