Van dealers are expecting an uplift from the first ever TV sponsorship by Mercedes-Benz Vans.
The premium van brand is running a six month campaign on UKTV’s Dave channel.
Mercedes-Benz Vans’ idents will be visible around the programming strand ‘Characters on Dave’ which includes high rating programming across Dave’s schedule such as Storage Hunters, Mock the Week and QI.
The series of ten second idents each depicts a different scenario featuring employees of a fictitious customer company with its branding revealed on the Citan, New Vito or Sprinter van – highlighting the different characters that use the vehicles.
Across Q1 of 2015 Dave’s share of the TV viewing audience was up +9.3% year-on-year, with a share of 1.41%.
Steve Bridge, managing director, Mercedes-Benz Vans said: “For us, the partnership is an ideal fit – Dave’s values and ethos provides us with a great platform to share our customer-focused message.
“The viewing audience aligns extremely well and allows us to deliver engaging messaging with high impact and broad reach.”
As editor, Tim is responsible for the media content, planning and production of AM's multiple channels (AM print and digital magazines, website, social media and contributing to our events planning). He interviews and writes about as many franchised dealer groups and UK divisions of motor manufacturers as possible, to explore the issues facing UK motor retail and understand what solutions dealers and suppliers are using to overcome these.
M. price - 10/08/2015 20:55
Until now, there was only one TV commercial I would not fast-forward through, but rewind and replay - cat &a budgie, since you ask. Now I have Mercedes vans. Those punny company names on the panels of various models are brilliant - JK Railings, Spruce Lee, I-Saw Carpentry - inspired!