In the news: Mercedes-Benz--- the German brand of automobiles, trucks, buses, coaches and auto parts such as the Mercedes brake dust shields -- is starting a comprehensive integrated marketing campaign to promote the new Mercedes-Benz C-Class which will be made available in the market on March 31, 2007. The whole marketing campaign will use the slogan "C-for Yourself" which will be communicated through several channels to support the sales launch of the highest volume model series of Mercedes-Benz.
The main objective of the campaign is not only to promote but more of convince customers around the world of the various advantages that can be derived out from the versatile product concept behind the new Mercedes-Benz C-Class sedan which includes outstanding comfort, agility and safety and its two-distinct front-end designs.
Dr. Olaf Gottgens, Vice President Brand Communications Mercedes-Benz Passenger Cars, said, “Our objective for this campaign is to motivate customers to experience for themselves the superior driving culture offered by the new Mercedes-Benz C-Class. All communication measures for the C-Class are therefore geared toward direct contact with our customers and potential buyers. Along with our tried advertising methods, we will also be focusing strongly on various forms of direct communication for the C-Class, to be implemented at exclusive driving events. These measures will be accompanied by a C-Class Mobile marketing Special, a presentation within Second Life and Interactive films on the internet --- innovative platforms that will enable us to reach existing and potential customers of our brand in a targeted manner.”
The BBDO France is the one that is tasked to develop the integrated campaign for the new Mercedes-Benz C-Class. BBDO makes sure that they have considered all aspect of the would-be market of the Mercedes C-Class which includes domestic and international markets. The new lead agency Jung von Matt is leading the campaign for Mercedes-Benz in Germany using the slogan “C-for Yourself”.
The Mercedes-Benz C-Class campaign will rev up on April 2, 2007 with the launching of its advertisements on magazines and newspapers with high circulations. And just like most of the other communication tools, the print ads will invite customers to test drive a white Mercedes-Benz C-Class Avantgarde model that is equipped with the AMG sports package. Likewise, a 30 to 40 second television commercial will be broadcasted on all public and commercial stations throughout Germany and will feature the current Formula 1 world champion race car driver Fernando Alonso who will describe the remarkable handling qualities of the new C-Class. The ending of the commercial was made rather symbolic when Alonso driver of the Vodafone McLaren Mercedes Formula 1 team hands over the keys to a new C-Class to the audience inviting them to test drive the vehicle and to see for themselves what the sedan has to offer. The gesture of handing over the keys is repeated in the rest of the campaign ads as a motivating element.
For the German market, the primary Mercedes-Benz C-class campaign will be backed up by extensive retail marketing measures, outdoor ads, radio commercials and stadium advertising during the soccer matches of the German national team.
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