Mercedes-Benz creates the first non-branded campaign ever for the new A-Class

Article by Christian Andrei, on May 28, 2012

Mercedes-Benz UK’s campaign for the new A-Class is the first non-branded one ever. Dubbed ‘Pure and Simple', the campaign only uses two elements: the image of the new A-Class and a line that says #NewGeneration. This 10-second TV ad was first aired on May 26 at the ITV1 football match between England and Norway.

The standalone A-Class will merely be rotated beside the hashtag call-to-action. The images were designed to urge the audience to make more discoveries with the use of Twitter. It is centered on a particular information hub -- mercedes-benz.co.uk/newaclass. More information about this new car will be found at this hub, which will be promoted through an email campaign and online advertising.

Furthermore, this ad is the first automotive broadcast that could be used together with the Aurasma app to get access to more hidden content by hovering over the A-Class image. In addition, Aurasma can be used beside the different media channels, such as print within key motoring, fleet and national lifestyle publications and point of sale adverts, to see the special Mercedes-Benz A-Class site.

May 26 marks the start of a promoted trend and tweets for #NewGeneration. This is meant to support and encourage a dialogue to take place among motorists. According to David George, Mercedes-Benz Passenger Cars Marketing Director, the A-Class is a “real game-changer” for the brand. The Pure and Simple campaign is meant to make consumers become more aware about the new generation for Mercedes-Benz and is the start of a grand launch for this new vehicle.

If you liked the article, share on:

Comments

Login or Create new account to add a comment!

Recommended

Nearly a decade after Opel and sister brand Vauxhall introduced the Insignia large family car, these companies are now getting ready to unveil the second generation of this offering from...
by - December 7, 2016
After we caught a glimpse of the revamped Amarok, VW Australia once again wants to give its ute a sinister look inspired by the Mad Max movie franchise. The “Korama”...
by - December 7, 2016
Customers in the European market are known for leaning towards style and with this in mind, Nissan has revealed the special LEAF Black Edition. While the production run of this...
by - December 7, 2016
When Volkswagen unveiled the VW Atlas, it declared that this SUV is being developed for the United States and is set to arrive as a 2018 model. It also unveiled...
by - December 7, 2016
Did you miss the opportunity to get a brand new Dodge Viper? Well, here’s something you don’t want to miss. Dodge has announced a “final call” for orders for its...
by - December 6, 2016
Facebook

Youtube Channel

Tip Us
Do you have a tip for us?
Did you film an important event?
Contact us
Newsletter
Subscribe to our newsletter!
Subscribe
Galleries