The Stuttgart-based brand
For the market launch, Mercedes-Benz focuses on personal driving experiences
Innovative tools such as exclusive driving events and a Mobile Marketing Special support traditional advertising measures
Online campaign with a new 360-degree soft configurator, a host and interactive films
commercial with new brand ambassador Fernando
"C-for Yourself": Mercedes-Benz launches integrated marketing campaign for the new C-Class
Stuttgart - Mercedes-Benz is starting a comprehensive integrated marketing campaign for the new C-Class, which will be introduced to the market on March 31, 2007. Using the slogan C-for Yourself, the brand with the star is conducting a variety of communication activities via several channels to support the sales launch of its highest-volume model series.
Multimedia 360-degree soft configurator, interactive films and video podcast on the Internet
A particularly extensive and entertaining element of the international campaign is the online presentation at www.mercedes-benz.com/c-class. On the site, which Mercedes-Benz also advertises by banners on the Internet, customers and anyone else interested in the C-Class can view the vehicle as displayed against realistic backdrops and then configure it and study the results from various perspectives. The software allows users to select according to their personal tastes any combination of the models equipment lines, numerous color options, different types of light-alloy wheels, interior designs and selected optional features. The website also features an interactive assistant who guides users through the new 360-degree soft configurator. Several interactive films are available as well that show various individuals describing the most important details of the new C-Class as they take the vehicle out for a drive. For anyone interested in the vehicles development, a specially produced video podcast (www.mercedes-benz.com/podcast) documents the creation of the C-Class in four episodes. Finally, the Mercedes-Benz Museum website (www.mercedes-benz.com/museum) takes visitors on a multimedia journey through the successful history of Mercedes-Benz best-selling model series ever.
Focus on direct communication: Customers experience safety, comfort and agility of the new C-Class at numerous driving events
With the new C-Class campaign, Mercedes-Benz continues to address existing and potential customers in the spirit of its core brand value of Appreciation. Direct communication is therefore a key element of a package of measures geared toward very personalized interaction with customers. To this end, customer events like the Exclusive Driving Experience in Barcelona and various partnership agreements with European hotel chains in popular vacation regions will offer customers and potential buyers the opportunity to individually test-drive the new C-Class in a relaxed atmosphere. The Exclusive Driving Experience (April 1-3, 2007) will allow some 80 consumers from all over Europe to experience the C-Class in an especially attractive environment. In Barcelona participants at the event will be able to enjoy the exciting flair of the Catalonian capital. They will also take part in a slalom competition with production vehicles that will enable them to discover for themselves the outstanding comfort and agility of the new C-Class, as well as its safety features, which are unique in this segment. Participants will also visit the Circuit de Catalunya, where they will be able to drive an offroad course and go for taxi rides in a C-Class DTM model with Mercedes-Benz DTM drivers Bruno Spengler, Mathias Lauda and Bernd Schneider. On the evening of April 1, 2007, the guests in Barcelona will attend the Laureus Welcome Party for the Laureus World Sports Awards. King Juan Carlos of Spain and founding partner Mercedes-Benz are the patrons of the event, which honors top international athletes on April 2, 2007. Vacationers who stay at selected Robinson Club Resorts and Westin Hotels & Resorts facilities in Germany, Austria, Scotland, Italy, Spain, Portugal and Greece between May and September 2007 can expect a completely new driving experience, as they will have the opportunity to test-drive the new C-Class in a relaxing atmosphere. Their drives will take them across beautiful and exciting routes as they learn to appreciate the superior quality and agility of the new model. Mercedes-Benz will also be offering people at premium shopping malls, such as the one in Metzingen, Germany, the opportunity to take spontaneous test drives during April and May 2007. And - as was the case with the successful introduction of the new-generation E-Class in the summer of 2006 customers interested in the new C-Class will be able to experience it at selected nonautomotive trade fairs that cover the areas of lifestyle, design and interior decorating such as Maison & Objets in Paris, France (September 7-11, 2007). The new model will also be demonstrating its superior culture of driving at the German Touring Car Masters series (DTM), starting on April 22, 2007. This years DTM features four AMG Mercedes C-Class vehicles from the new model series. The C-Class with its former models is already the most successful vehicle in the DTM today. Fans who attend DTM races at Hockenheimring and Lausitzring as well as DTM and the Formula 1 races at Nürburgring will be able to experience the new C-Class up close by riding in the DTM racing taxi or participating in driver-safety training sessions and various test drives.
C-Class Mobile Special
Virtual C-Class also available in the online world of Second Life
Since the C-Class does not only generate excitement in real life, the new Avantgarde model with the AMG package has started to become available on March 16, 2007, in Mercedes-Benz virtual representation at Second Life (www.secondlife.com - coordinates 128.128.11). All residents of this online world can purchase a virtual model of the C-Class for 1,500 Linden Dollars (approx. four Euros) or virtually test-drive it on a challenging track. Tens of thousands of people from all over the world have visited the Mercedes-Benz island since its opening on February 20, 2007, and the site is one of the most frequently visited corporate presentations in Second Life (www.mercedes-benz.com/secondlife).