DaimlerChrysler AG’s Mercedes-Benz luxury division is commencing a brand new integrated marketing campaign for the company’s all-new Mercedes-Benz C-Class entry-level luxury sedan. The new Mercedes-Benz C-Class will roll out in market using the “C-for Yourself” slogan. Moreover, Mercedes will also conduct other marketing campaigns to promote and support the sales of the C-Class including digital media, TV spots, print ads, and other communication activities. Mercedes will also expand the promotion of the C-Class by including a Virtual Mercedes-Benz C-Class model in the Second Life online virtual world.
“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.” explains Dr. Olaf Göttgens, Vice President of Brand Communications for Mercedes-Benz Passenger Cars.
“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 new Mercedes-Benz C-Class marketing campaign is not exclusive for the German market. Mercedes Car Group is refining the “C-for Yourself” campaign to make it adapt in the requirements of the international market. Early this April, Mercedes will start launching the advertisement campaigns in high circulation publications such as magazines and newspapers. Mercedes will also target cable channels and TV stations throughout Germany by creating 30- or 40-second TV commercial featuring Vodafone McLaren Mercedes F1 driver and current Formula 1 world champion Fernando Alonso.
Mercedes will also conquer the online internet market with the launch of the exciting multimedia Mercedes-Benz C-Class configurator, interactive online films, and video podcast.
The interactive Mercedes-Benz C-Class configurator allows the visitors to view the specs and features of the sedan and build their own package for the vehicle depending on their personality. Visitors can select the desired available interior and exterior parts and accessories, technical parts like Mercedes engine types or Mercedes control arm, as well as body colors and interior trims for the C-Class. Meanwhile, the online community will have a chance to be part of Mercedes’ several interactive films. These films show individuals that describe the important details, capability, and performance of the new Mercedes-Benz C-Class sedan while they take a ride with the vehicle. Lastly, consumers can download the video podcast from Mercedes-Benz in four episodes that showcase the development process of the Mercedes-Benz C-Class.
With these various marketing campaigns for the Mercedes-Benz C-Class model, the German automaker aims to “convince customers around the world of the advantages of the versatile product concept behind the new Mercedes-Benz C-Class sedan, including two distinct front-end designs and outstanding comfort, agility and safety.”