Winteler SA is a long-established name in Ticino’s automotive sector, with more than 60 years of experience connected to Mercedes-Benz. With the opening of its new showroom in Giubiasco and the changing digital habits of its customers, the company needed to update its communications, making them more current, consistent and effective across multiple channels.
The project developed by M cube brought together two distinct but complementary initiatives: the production of a television commercial to launch the new showroom and the ongoing creation of photography and video content for Mercedes-Benz vehicle reviews. The aim was not only to improve the company’s image, but to build a practical marketing strategy capable of supporting both brand visibility and the customer decision-making process. The project combined video production, content management and digital strategy, creating a strong foundation for Winteler’s future communications.
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Bringing together two formats with different objectives. The television commercial and the vehicle reviews serve different purposes: one is more corporate, while the other is more informative and commercially focused. The challenge was to create a consistent approach, maintaining visual and messaging continuity across very different types of content.
Balancing a long-standing identity with a contemporary image. Winteler is a company with a strong heritage, while the new showroom represents a step towards modernity and innovation. The communications needed to reflect both dimensions without creating a disconnect between them.
Making technical content easy to understand. Vehicle reviews require a certain level of detail. The task was to simplify the information without reducing its value, making the content useful and accessible even to non-specialist audiences.
Managing production across different environments. From drone footage and showroom filming to on-road locations across Ticino, each piece of content required a specific approach. Coordinating the entire production while maintaining consistent quality and style was a central part of the project.
The project resulted in a complete and structured content system capable of supporting Winteler across several areas: branding, communications and sales.
The television commercial played a key role in presenting the new showroom in Giubiasco. Through dynamic footage, including aerial shots, the video takes viewers on a smooth journey from the exterior into the building. The aim was not simply to show the space, but to convey a sense of quality, order and attention to detail — all central elements of the Winteler brand.
At the same time, the vehicle reviews created a valuable content base for Winteler’s digital communications. The videos explore Mercedes-Benz models clearly, presenting their design, interiors, technology and on-road performance. The direct involvement of the Winteler team makes the content more credible and useful for customers considering a purchase.
A distinctive aspect of the project is the use of Ticino as a visual setting. The road footage and local locations make the content more recognisable and reinforce the connection between Winteler and its target market.
Winteler now has a solid content structure designed to deliver long-term value. Rather than a collection of individual materials, it is an integrated system that improves the quality of the company’s communications and provides practical support for its commercial activities. The project combines video production with marketing strategy, making Winteler’s communications more effective, clear and consistent.
