"Is it Still a Car?" The Campaign for the Mercedes-Benz SLS AMG

MULGRAVE, AUSTRALIA – January 29, 2010: Pure fascination and high tech at the very highest level: with the new SLS AMG, Mercedes-Benz is completely redefining the speed, driving dynamics and design of the super sports car, and its mix of marketing activities are just as fascinating.

The Mercedes-Benz SLS AMG accelerates from a standstill to 100 km/h in just 3.8 seconds. Constructed primarily from aluminium, it tips the scales at just 1620 kilograms, which equates to 2.84 kilograms per hp – an absolute peak value in the super sports car segment, guaranteeing driving dynamics in a class of their own.

With its gullwing doors, long bonnet and an instrument panel which is reminiscent of an aircraft cockpit, it embodies a powerful and passionate sportiness, coupled with exceptional elegance. The Mercedes-Benz SLS AMG is an invitation to "take off" with all of the senses. This desire for a completely new driving sensation is also a highlight of the integrated marketing campaign which was launched at the vehicle's world premiere in September at the International Motor Show (IAA), and is gradually building up to its international market introduction in the first quarter of this year.

The marketing mix comprises all possible communication channels, with online activities in particular playing a key role.

"It is immediately obvious that that this is the ultimate and most exciting sports car of all time", says Anders Sundt Jensen, Head of Brand Communications for Mercedes-Benz Cars.

"The campaign is concentrating precisely on those elements which account for the excitement and passion of the Mercedes-Benz SLS AMG: the unique design and the perfect high-performance technology. The underlying theme, "Is it still a car?", runs through all communication activities and channels."

Print advertising and TV spot
The design of the entire campaign is puristic, and features imagery which is both progressive and mildly mystical, but at the same time extremely dynamic. As such print advertising, for example, which is being initiated from February 2010, depicts a red Mercedes-Benz SLS AMG striking a powerful pose on grey asphalt against a black backdrop. The visual motif is supported by a brief, meaningful message, such as "Oh Lord …" or "A cockpit. An engine. Two wings. Is it still a car?", for example.

The adverts will appear in daily newspapers and magazines.

The TV advert with Michael Schumacher, the seven-time Formula 1 World Champion and MERCEDES GP PETRONAS driver, tells the story of an unusual experiment: The SLS AMG demonstrates its technical highlights from preparation and test phases to the realisation. The advert will make its debut appearance on 30 January 2010 on all major German television channels with a 60-second roadblock, after which it will continue to run as a 45-second spot until the end of March.