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

Article by Christian A., 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.

The A-Class exterior design has clean edges and tight surfaces. The continuous interaction between surfaces curving in and out plays with light, especially along the car’s side, contributing to its singular look.

Classic details of the elongated, athletic face are its V-shape, separated headlights, Mercedes star at the centre of the radiator grille, and double slats on the star’s either side, as well as added side air intakes. The drop line obvious from the side disappears as it reaches the front. The headlight design, along with the lighting configurations, are key to the concept’s design.

The headlight modules and LEDs are configured to produce the signature flare effect during the day. This flare from the day running lights creates the energetic, youthful face of the classic Mercedes.

The perfection from the combined design and aerodynamics is truly revealed in the roof. The smooth surfaces curve taut for a flowing silhouette. The roof’s spoiler that nicely covers the aerials, adds a sporty finesse and creates the roof assembly’s structure. The beltline lifts in the back to create a wedge, and the side has a distinct, sensuous, sculptured side panels and clean lines. The front edge, over the wing, drops into a line that gently arcs to the back.

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