 The Stuttgart-based brand Innovative entertainment offer as part of the integrated advertising campaign for the start-up of the Compact Sports Tourer
Digital
entertainment for out on the road starts on the 3rd of March: Music, audio
books and films for children and adults as free downloads at
www.mercedes-benz.de/b-klasse
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International Promotion of New Mercedes-Benz B-Class with Wide-Ranging Entertainment Offer on the InternetStuttgart - With the world premiere of the B-Class at the "Automobilsalon" motor show in Geneva, Mercedes-Benz is now entering into a new automobile segment and addressing a young, trend-conscious target group.
The B-Class entertainment offer: Over eleven hours of entertainment for the entire family "With an integrated mix of classic advertising, the web offer and a direct form of addressing the customer, we ensure that we achieve optimum contact with our trend-conscious target group", says Lothar Korn, Global Advertising Manager of Mercedes-Benz Passenger Cars Division at DaimlerChrysler AG. The Europe-wide communications drive starts up on March 1st 2005 with a pre-launch campaign. Print adverts in daily journals and magazines provide information on the most important features of the B-Class. A multimedia web special on the Internet shows animated detail views of the car and provides information on the core topics of design, driving dynamics, space and safety. One very special highlight can be found under the "Entertainment" menu item. This includes an extensive entertainment offer in MP3 format for free of charge download with over eleven hours entertainment for on the road. Music fans can arrange the tracks of well-known artists in soul, jazz, hip-hop, pop and rock into a customized soundtrack. Performers like Max Herre, Söhne Mannheims or Elza Soares make up part of the wide-ranging offer, with their music being successively provided online. For children there are familiar European songs, audio games and fairy tales and stories by Hans Christian Andersen, Michael Ende, the Brothers Grimm or Mark Twain on the platform. Enthralling entertainment for adults is guaranteed with crime thrillers, short stories, poems and narratives by authors such as Nina Blazon, Isabella Hemmann and Judith Herrmann. Plus, the website also has exacting audio magazines on topics covering travel, science and society and presents award-winning short films by the Film Academy of Baden Württemberg. Right on time for the market launch of the Mercedes-Benz B-Class, a large-scale international advertising campaign will start in June with wide coverage TV stations and various other media forms, which will portray the B-Class in an entertaining and emotional way as a flexible, sporty car that perfectly meets the most diverse requirements. The campaign is accompanied by wide-ranging CRM measures - both with online activities as part of the web special and in the form of mailings and promotion CDs. The lead agency and responsible for the classic campaign is Springer & Jacoby of Hamburg. The web special was produced by Scholz & Volkmer of Wiesbaden.
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Which is why the Stuttgart car manufacturer is also
breaking new ground in communication for the new Compact Sports Tourer. An
important element of the integrated advertising campaign with the message,
"Mercedes in a new dimension. The B-Class", is the exceptional entertainment
offer on the Internet. You'll find interesting facts at
www.mercedes-benz.de/b-klasse, including a multimedia presentation of the
new Compact Sports Tourer and a comprehensive offer of music titles, magazines,
films and audio books and audio games for children and adults in German.
The offer can be viewed or listened to without requiring any additional software,
and downloaded and saved free of charge. Further content is available in
English, French or Spanish at www.mercedes-benz.com/b-klasse. "The strong
Internet-based communication for the introduction of the B-Class emphasizes
Mercedes Benz' claim of setting new trends with both the development of new
vehicle concepts and in communication", says J. Justus Schneider, Global
Marketing Communication Manager at the Mercedes-Benz Passenger Cars Division
at DaimlerChrysler AG. The Compact Sports Tourer is designed for modern
individuals and young families with an active lifestyle and diverse range
of leisure time activities. Their requirements applied as a benchmark during
the development of the car: The B-Class unites sporty design and driving
dynamics with a spacious interior, variable usage options and high safety
standards.