C-for Yourself”: Mercedes-Benz launches integrated marketing campaign for the new C-Class

Mercedes-Benz is starting a comprehensive integrated marketing campaign for the new C-Class, which will be introduced to the market on March 31, 2007. Using the slogan “C-for Yourself,” the brand with the star is conducting a variety of communication activities via several channels to support the sales launch of its highest-volume model series. The primary goal of the campaign is to convince customers around the world of the advantages of the versatile product concept behind the new C-Class sedan, including two distinct front-end designs and outstanding comfort, agility and safety.

“Our objective for this campaign is to motivate customers to experience for themselves the superior driving culture offered by the new C-Class,” says Dr. Olaf Göttgens, Vice President Brand Communications Mercedes-Benz Passenger Cars. “All communication measures for the C-Class are therefore geared toward direct contact with our customers and potential buyers. Along with our tried advertising methods, we will also be focusing strongly on various forms of direct communi-cation for the C-Class, to be implemented at exclusive driving events.

The integrated campaign for the new C-Class was developed by BBDO France – following a pitch conducted with several markets - and is adapted to the requirements of the international markets. In Germany, the new lead agency Jung von Matt is carrying out the campaign for Mercedes-Benz with the slogan “C-for Yourself.”

The C-Class campaign will move into high gear on April 2, 2007, with the launch of advertisements in magazines and newspapers with high circulations. Like most of the other communication measures, the print ads, which invite customers to test-drive the sedan, feature a white C-Class Avantgarde model equipped with the AMG sports package. A 30-/40-second television commercial, to be broadcast on all public and commercial stations in Germany with high circulations, will feature the current Formula 1 world champion race car driver Fernando Alonso enthusiastically describing the outstanding handling qualities of the new C-Class.

At the end of the commercial, Alonso, who drives for the Vodafone McLaren Mercedes Formula 1 team, symbolically hands over the keys to a new C-Class to the audience at home, thus inviting them to test-drive the vehicle and see what the sedan has to offer. This theme of handing over the keys is repeated as a motivating element in many components of the campaign. In the German market, the primary C-Class campaign will be supplemented by extensive retail marketing measures, radio commercials, outdoor ads and stadium advertising at soccer matches of the German national team.