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$80K MB ON TV...here's looking at you kid

15 March 1999

Marketing Launch of Mercedes' New S-Class is Beyond 'Words'

    MONTVALE, N.J., March 15 -- Mercedes-Benz of North America,
Inc. (MBNA) will crown the retail launch of its flagship model line -- the
all-new model year 2000 S-Class -- with a national advertising campaign which
begins today.
    The campaign consists of two new TV spots -- "Words" and "Artists" -- and
complementary print executions.  The advertising is the latest component of an
integrated marketing initiative which began six months ago.  Spanning
national, regional and dealer level events, relationship marketing,
interactive as well as traditional advertising, the S-Class launch represents
the most comprehensive marketing effort the company has ever undertaken.
    Joe Eberhardt, vice president of marketing at MBNA, said, "The new S-Class
is the vehicle with which we will turn the corner into the next millennium.
Reflective of the S-Class itself, our marketing initiative utilizes some of
the best technology available and, most importantly, developed and deployed in
a very targeted, customer-focused way."
    The intensive marketing effort for the new S-Class sedan began last fall
when clients and prospects were invited to participate in the 2000 S-Class
Preview Program at http://www.MBUSA.com/S-Class, to learn about this
revolutionary vehicle.  Throughout the pre-launch campaign, participants in
the Preview Program received mini Web sites enabling them to configure a 2000
S-Class to their own specifications and to learn about features of the car.
In conjunction with the online program, an integrated, personalized series of
direct mail pieces were e-mailed or mailed to participants (depending on their
preference), followed by invitations to various events.
    In addition, nine regional "S-Class Pre-Launch Event Shows" were held
across the country between February 16 and March 4 to introduce clients and
prospects to the all-new S-Class.  These events featured musical entertainment
from Ray Charles, menu by Daniel Boulud, fashions by Brioni and Escada, and a
special celebrity guest in each region to unveil the 2000 S430 and S500.
Similarly, at the retail level, salon shows are being held across the country
to introduce clients to the S-Class.
    The S-Class ads debuting today highlight the unique character of the new
flagship sedan in terms of its striking design, class-leading engineering and
advanced safety/security features.  Currently on sale at Mercedes-Benz
dealerships, the new S-Class is available in two long-wheelbase, V8-powered
models: the S430, Manufacturer's Suggested Retail Price (MSRP) of $69,700, and
the S500, MSRP of $77,850.
    The S-Class launch spot, the 30-second "Words," features a series of icons
-- notably academy-award-winning actor Laurence Olivier and the Parthenon --
that transcend their descriptions.  The final shot in the ad is the all-new
S-Class.  "We wanted to get across the fact that -- for all its technological
advances, safety, engineering, breathtaking performance and exciting,
contemporary styling -- the new S-Class is more than the sum of its parts,"
said Eberhardt.
    "Artists," in 30-second and 60-second spots, highlights the pride and
artistry that go into the production of Mercedes-Benz vehicles in factory
scenes where great artists -- Toulouse-Lautrec, Andy Warhol, and Picasso to
name a few -- assist in the creation of a masterpiece: the S-Class.
    The complementary print campaign consists of a 10-page insert as well as a
two-page spread version of "Words."  Beginning in April and running through
June, 24 magazines will carry the "Words" insert representing a circulation of
9.9 million.  The balance of the magazines will receive the two-page spread
version of the "Words" ad.  Beginning this week, national newspapers will
carry a center-spread unit for the first two weeks of the launch with pages
running for the balance of the schedule.
    The television spots begin a four-week national prime time run today on
NBC.  They will also be featured during the NCAA Final Four Playoffs on March
27th and Championship Games on March 29th.  Programming includes NYPD Blue, LA
Doctors, Chicago Hope, X-Files, ER and Law & Order, as well as select
programming on such cable channels as Bravo, CNBC, CNN, COM, ESPN, E!, HGTV,
Discovery, Golf, Learning, TNT, Food, and VH1.  Consumer magazines for the
print advertising include highly targeted publications such as Architectural
Digest, Cigar Aficionado, Civilization, Departures, Garden Design, Sotheby's,
Town & Country, Vanity Fair, and Wine Spectator.  Newspapers will include The
Wall St. Journal, Asian Wall Street Journal, Barrons, and Investor's Business
Daily.
    From an interactive standpoint, S-Class banner ads have appeared on the
following sites: Bloomberg, Car & Driver, CBS Sportline, CNNSI-Golf, ESPN
Golf, Golf.com, igolf/golf online, InfoBeat, Motor Trend Online,
CINetNews.com, News.com, PGATour.com, Physicians Online, Road & Track,
Salonmagazine.com, and Variety.
    Creative work on advertising was done by Lowe & Partners/SMS; promotional
events were handled by the Diamond Group; creative relationship marketing work
was handled by Rapp Collins Worldwide; and Critical Mass and Lowe Interactive
were responsible for all interactive components.