Mercedes-Benz USA Launches New Marketing Campaign
11 September 2000
Mercedes-Benz USA Launches New Marketing Campaign for All-New 2001 C-Class Model Line New C-Class Hits Retailer Showrooms This Week
MONTVALE, N.J., Sept. 11 Mercedes-Benz USA (MBUSA) today
began the launch of an extensive 12-month multimedia marketing campaign in
support of its all-new 2001 C-Class, one of the company's most popular model
lines. The advertising component begins with three TV commercials for the
C-Class sedans and an introductory multi-page print execution under the
jubilant theme "Live. A Lot" developed by MBUSA's advertising agency, Merkley
Newman Harty (MNH), New York.
According to Ken Enders, vice president of marketing for MBUSA, "The
C-Class will be the most youthful and exuberant cars in our model line. For
many buyers -- and for a wider variety of customers -- this will be their
first Mercedes. We designed the campaign to convey that excitement, that joie
de vivre, as we target against the lifestyle preferences of leading-edge
Boomers as well as younger Boomers and older Gen-Xers.
The first television ad to debut, entitled "Doctor" (:60), features a
30-something man who rushes out to enjoy life in his new C-Class after his
doctor delivers the bad news: "I don't know quite how to tell you this ...
but you only have 40 years left to live, maybe 45 ... 50 tops." The man
celebrates life by running on the beach, romping with children in a
playground, taking a fall into a lake, indulging a romantic fantasy -- all
while enjoying his new C-Class.
The second broadcast execution, "Aaooga" (:60), uses the latest animation
techniques to emphasize the excitement associated with the new C-Class.
Teapots in a window gleefully steam, the polka-dots on a woman's dress turn to
hearts and bubble effortlessly up and a couple's eyes pop out of their sockets
-- all inspired by the new C-Class. The soundtrack is a version of Charles
Trenet's "Tombe du Ciel", which was re-recorded at the famed Abbey Road
Studios in London with a full orchestra to replicate the sound of the original
1947 recording.
"Sage" (:60), is an edgy execution in which the viewer travels through a
forest receiving "sage" advice on how to "Live. A Lot" from older, wiser
people. Their suggestions include: "take a bubble bath," "take a kid to a
ball game" and "do the lambada, the forbidden dance." With striking
black-and-white footage spiked with special effects, the spot closes with:
"once in your life ... get a really cool car."
"The concept for the campaign," said Alex Gellert, Partner, Merkley Newman
Harty, "Is to try to reach people by tapping into their lifestyles."
The first Mercedes-Benz 2001 C-Class television spots to air will be
"Doctor" and "Aaooga," beginning on September 15. The media buy includes spot
TV during the Olympics in 18 top markets, opening and closing ceremonies, and
various events in all dayparts. Also beginning September 15, the spots will
appear on cable programs such as National Geographic Explorer on CNBC, ER on
TNT, Inside Politics on CNN, Awesome Interiors on HGTV, 5 Star Cinema on Bravo
as well as on A&E, AMC, Bloomberg, Comedy Central, Discovery, E!, ESPN, Food
TV, Fox Sports, Golf Channel, Speedvision, The Learning Channel, and VH1. The
additional C-Class television spot, "Sage" will debut early October.
Beginning October 2, the spots begin to appear on network TV including
programs such as Spin City, Dharma & Greg, Gideon's Crossing, West Wing, Law &
Order, ER, Primetime, Good Morning America, Today Show, Tonight Show and The
Late Show with David Letterman.
Print advertising will debut in October books, beginning with the "Live. A
Lot." multi-page insert in an array of magazines, including Bon Appetit,
George, Gourmet and Vanity Fair. Three print executions are planned and will
include a spread as well in publications such as Architectural Digest, and
Esquire. Newspaper begins September 14 in USA Today and September 15 in Wall
Street Journal.
Marketing initiatives for the model year 2001 Mercedes-Benz line will also
include brochures, relationship marketing elements, the launch of a microsite,
retailer salon shows and, over the next 12 months, various presence marketing
initiatives including dining, technology and music events.
The new C-Class model line consists of the V6-powered C240 and C320,
beginning at around $30,000. Over the next 12 to 18 months, the company will
be adding different bodystyles to the line including a wagon and a coupe. In
addition to the C-Class sport sedans, the 2001 Mercedes-Benz model line
consists of E-Class sedans and wagons, sporty SLK roadsters, stylish CLK
coupes and cabriolets, the M-Class sport utility vehicles, the legendary SL
coupe/roadsters, and the all-new flagship S-Class sedans and top-of-the-line
CL coupes.
