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 is well-ahead of its previously stated growth targets which were aiming for 80,000 units by the middle of the decade.

By the end of 2013, growth of nearly 20% meant that it leapt passed 80,000 cars to a landmark sales total of more than 100,000 units, well on the way to its target of matching rivals Audi and BMW for market share.

Its revamped model range has helped close the gap, particularly the new A-Class, but the CLS is also winning new fans.

Growth in 2014 will be helped by a proposed compact SUV, the GLA, while at the elite end of the range, volumes should rise following the decline of Maybach.

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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