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The C-Class embodies the spirit of sportiness of Mercedes-Benz, and it represents an integral part of the luxury marque’s product line-up. In order to commemorate the launch of a brand new C-Class model, Mercedes-Benz initiated a comprehensive integrated marketing campaign, which officially introduced the new C-Class to the market.
Dubbed ‘C-For-Yourself’, the brand with the star conducted a variety of communication activities via several channels to support the sales launch of one of its highest-volume model series. The primary goal of the campaign is to communicate the advantages of the versatile product concept behind the new C-Class, including two distinct front-end designs, outstanding comfort & agility, integration of technology, and safety innovations.
“All communication measures for the new Mercedes-Benz C-Class are geared toward our target audience, encouraging them to personally experience the new C-Class through driving experiences. Along with our tried advertising methods, we will also be focusing strongly on various forms of direct and meaningful interactions, which will be implemented at clusters of exclusive driving events,” says Florian Mueller, Vice President of Sales and Marketing, DaimlerChrysler Malaysia Sdn. Bhd.
The new Mercedes-Benz C-Class integrated marketing campaign includes a cluster of a customer events, PR through international and local media events, a 360° advertising campaign, a CRM program, product placements, online and microsite, point-of-sales materials, and targeted mailing.
The customer launch events consist of a Launch Gala, a C-Day activity day, and a C-Cret Party finale, all of which were held consecutively from 2-3 November 2007. The Launch Gala on 2 November 2007 served as the official unveiling of the new model to much pizzazz, whereas the C-Day on 3 November 2007 offered a myriad of lifestyle activities to its distinguished customers and potential buyers. |
Some of the outdoor activities held on C-Day were test drive sessions of the new Mercedes-Benz C-Class, the Michelin Experience which taught participants certain key aspects of safety training and dynamic driving and fun-filled Go-Kart races. Golfing tips were also given by attending golf professionals and female customers were treated to fashion shows, dazzling jewellery displays and hand spas. Wine appreciation sessions and cooking presentations were also available to customers with discerning tastes. To assist customers in achieving personal financial goals, Wealth Management Consultants were on hand to give advice and offer personalised banking solutions while younger family members were kept busy at the MobileKids corner, learning road safety initiatives, which was taught in a light and entertaining manner.
Ending on a high note was the C-Cret Party held on the evening of 3 November 2007 which served as the grand finale. During this event, invited guests of marketing partners had the opportunity to experience the new Mercedes-Benz C-Class and its lifestyle presentation.
The PR exposure of the campaign covers the product presentation and the lifestyle presentation of the new Mercedes-Benz C-Class. The product presentation was incorporated into a media driving trip at Majorca, Spain, as well as Cameron Highlands, where the technical highlights and innovative features were personally experienced. The lifestyle presentation consists of a dedicated media session during the C-Day activity day with various lifestyles positioning of the new Mercedes-Benz C-Class.
The 360° advertising campaign consists of TV commercials across free-to-air and narrowcast channels, print insertions in all major newspaper and magazine titles. In addition, the new Mercedes-Benz C-Class is also featured in AXN Ultimate Escape, as part of the brand’s tie-in into the new reality hit series.
The integrated campaign also includes a customer loyalty programme, in which, customers of the new Mercedes-Benz C-Class who had placed their bookings before 15 October 2007, were eligible for a lucky draw to win an ultimate brand experience to Stuttgart, Germany, the homeland of Mercedes-Benz.
The new Mercedes-Benz C-Class exposure is further sustained through product placement at highly patronised venues and hotels such as Ritz Carlton and KL Hilton, which the brand is in partnership with. In order to cover all major communication touch-points, the new Mercedes-Benz C-Class is constantly presented to both customers and prospects through online channels such as eDirect Mail, Online Advertisement, and eNewsletter.
“Existing and potential customers are welcomed to register their test drive appointments via the new C-Class microsite www.c-for-yourself.com.my, or our Customer Care Centre 1-800-88-1133,” added Mueller. |
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