Mercedes-Benz launches non-branded A-Class campaign

Mercedes-Benz launches non-branded A-Class campaign

28/05/2012 in News, All News, Car Manufacturer News

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Mercedes-Benz launches non-branded A-Class campaign

Mercedes-Benz UK has started its marketing campaign for its new A-Class with a non-branded advert.

The campaign has been designed to “entice the audience to discover more using Twitter” and just features an image of the new A-Class and one line #NewGeneration.

A 10 second television advert aired during the England versus Norway football match on May 26.

Mercedes has also launched an email campaign and online advertising to promote the new model which will play a key role in opening up the brand to a younger audience.

David George, Mercedes-Benz Passenger Cars marketing director, said: “The A-Class is a real game-changer for the brand. The Pure and Simple campaign is designed to raise awareness of the new generation for Mercedes-Benz and is the beginning of a major launch for this exciting new vehicle.”

Mercedes-Benz will also be running a homepage takeover of Spotify.com, encouraging users of the free account to choose the song they would use for the new A-Class advert and tweet their selection to be in with a chance of winning a Spotify Premium membership.


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Mercedes-Benz UK

Mercedes-Benz’s ambition is to become the number one premium brand in the UK car market (fleet and retail), on the way to becoming the world’s best-selling premium brand.

These are courageous aspirations given how long it has lagged behind its rivals BMW and Audi. The growth will be fuelled by new products, many of which are compact and affordable, giving drivers an opportunity to own or lease a new Mercedes-Benz they might not have had before, whether because the cars were out of their budget or lacked the appeal to attract younger customers.

Cars such as the latest A-Class, the CLA four-door coupé and GLA crossover are all helping boost growth and with almost 110,000 registrations in 2013, it is gaining on BMW and Audi.

The Smart range is being relaunched with a new Fortwo and Forfour this year, based on a shared platform with the new Renault Twingo. This should create renewed interest in Smart as well as attract customers who might have outgrown their Fortwo.

Note: Manufacturers administer the franchised contracts for cars and LCVs in different ways. Broadly, for some the contract to sell cars and LCVs is managed through a separate dealer contract. For others one contract covers both vehicle types.

AMi seeks to acknowledge the difference and reflect it in the count of each dealer groups total franchised outlets (franchised businesses) and sites (locations).

Mercedes-Benz treats car and LCV sales as coming under separate contracts –AMi counts each individually.


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