Magazine article Marketing

Mercedes-Benz Unveils 'Street View' Campaign

Magazine article Marketing

Mercedes-Benz Unveils 'Street View' Campaign

Article excerpt

Mercedes-Benz has embarked upon its biggest UK marketing campaign for several years, as it looks to revive its aspirational appeal among younger consumers.

The German automotive brand is to launch a series of models, including a new A Class mini MPV, in 2012, which it believes have the potential to broaden its customer base with younger drivers.

UK marketing director David George, who joined the company from Volkswagen earlier this year, said that, while Mercedes-Benz does not require a radical brand overhaul, it needs 'sharpening'.

'There is an entire audience that sees Mercedes-Benz as admirable, but not relevant in their eyes,' he said. 'We hope that we will always be a brand people aspire to, but, at the moment, the brand is seen as something they will treat themselves with at the end of their careers.'

George added: 'We want Mercedes-Benz to be with consumers on their journey, not just there at the end of the journey, so people will see a new approach from us in our marketing.'

To instil interest among the target audience, it has launched a four-week above-the-line and digital campaign featuring Marie, a character trapped in a 3D version of a Google Street View-style map, driving a Mercedes-Benz C63 AMG Coupe.

Viewers of the four-minute 'Escape the map' online film are invited to help Marie to find her way out, guiding her through Hong Kong and London, by taking part in a series of interactive challenges, or her face will remain blurred in the manner of individuals photographed by Google's Street View cameras. …

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