Mercedes-Benz Starts Campaign to Mark Launch of the New A-Class--The A-Class: Ready for a New Generation
 To mark the launch, Mercedes-Benz is starting an extensive marketing and advertising campaign on all communication channels under the title "The A-Class. Ready for a new generation." |
STUTTGART -- Sept. 11, 2015: The new A-Class rolls into showrooms on 26 September 2015. To mark the launch, Mercedes-Benz is starting an extensive marketing and advertising campaign on all communication channels under the title "The A-Class. Ready for a new generation." The campaign will be centred on various print advertisements and a TV spot. Aimed at a young, modern target group, they will present the vehicle as the perfect companion in everyday life. The message is: the new A-Class offers its occupants even more comfort than before while remaining as dynamic as ever.
"The A-Class is the success story of our new
generation of compacts. Since its launch it was making a key contribution
to the rejuvenation of the Mercedes-Benz brand and altering its image,"
says Dr Jens Thiemer, Vice President Marketing Mercedes-Benz Cars. "We're
now looking to follow up this success with the facelift to the A-Class. The
new generation is the ideal car for a sophisticated urban lifestyle. That's
why our new campaign will show the A-Class in a progressive and exciting
setting."
Print advertisements and TV spot: emotive experience in an urban setting
The various themes of the print advertisements present the
A-Class in a richly contrasting urban setting. Natural daylight produces
graphic lines and clear contours within a modern architecture. Yellow lane
markings give an air of dynamism, while out-of-focus passers-by in the
background provide an added source of emotion, colour and vitality. Shadows
merge vehicle and ground into a single entity, giving the A-Class a
confident, solid poise. The print campaign will run across the whole of
Germany until mid-October in high-circulation news magazines,
special-interest media and national daily newspapers.
The TV spot, too, will show the dynamic temperament of the
new A-Class. The protagonist in the spot experiences spectacular adventures
that he triggers and influences through the configuration of his vehicle.
Each time, one adventure follows the other. The variation of the colour
transitions creates a fantastical journey from one world to another. The
film is terminated by a sudden stop. The protagonist's girlfriend takes
over the configuration and is herself immersed in another world. In lengths
of 30 and 45 seconds, the TV spot will be shown across the whole of Germany