Mercedes-Benz launches non-branded A-Class campaign

28/05/2012 in News, Manufacturer News

Click the thumbs up >

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.

Mercedes-Benz UK

Updates products and new segments will be a key to growth at Mercedes-Benz, building on a strong performance in the past few years.

2011 was the year of the launch of brand new CLS, a facelifted C-Class coupé, SLK, SLS Roadster, followed in 2012 with a new M-Class, SL and B-Class on a new front-wheel drive platform, with a new A- Class rounding off the year.

This constant updating of product is supported by a focus on the network, in particular driving volumes of used car sales through dealerships, with predicted potential for up to 80,000 units annually in five to six years. A revised approach to the fleet market is also intended to boost sales to businesses.

The strategy of growing sales will also work hand-in-hand with building dealership profitability.

Already RoS is between 1.8% and 1.9%, the best for several years although there is an ambition to drive this even higher in the future.

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.