Mercedes-Benz launches new advertising campaign to promote the mBrace2 infotainment system

Article by Christian Andrei, on August 29, 2012

Mercedes-Benz has launched a new advertising campaign to promote the mBrace2 infotainment system. For those who don't know, mBrace2 was introduced last Januarya and this system is available as standard throughout the full lineup of the brand. The German automaker’s mBrace2 incorporates all of the vehicle’s aspects such as entertainment, personal assistance, safety and vehicle care.

In addition, it makes use of its own app versions of web services like Facebook, Yelp and Google local search. The cloud based software makes sure that the Mercedes system is updated too. Bernie Glaser, the VP of marketing for Mercedes-Benz USA, said that with the latest generation, drivers are able to experience premium digital services in and out of their vehicles with the most complete capabilities currently offered in the market.

Since it uses cloud technology, the benefits offered in the system will only get better. The first ad, which will be broadcast for the first time at the 2012 US Open, attempts to show just how this system enhances various aspects of life. 

Press Release

Mercedes-Benz Talks In-Car Connectivity with mbrace2 National Campaign

Mercedes-Benz is connecting with drivers through new advertising creative to further demonstrate how mbrace2™- the latest telematics innovation from Mercedes-Benz - keeps drivers fully engaged in their life from their vehicles in the safest way possible. The thirty-second spot entitled "All From One Place" debuts today during the 2012 US Open, of which Mercedes-Benz is a presenting sponsor. Additional campaign elements include extensive digital and social media executions.

mbrace2 provides drivers top-of-the-line features related to safety, infotainment, personal assistance and vehicle care. mbrace2 creates a truly networked vehicle offering open Internet access and custom versions of popular apps, including Facebook, Yelp and Google Local Search designed specifically for in-vehicle use - called Mercedes-Benz Apps. It also includes a solution to remotely update software via cloud networks ensuring that mbrace2 users always have the latest app versions in their vehicles and at their fingertips. Sensible user design and limited functionality of these Internet-based apps ensures that they provide maximum utility without unnecessary distraction when the vehicle is in motion; certain features are not available for use when the vehicle is in motion.

"Now with mbrace standard across our entire lineup, all of our customers can stay connected to the information and people that matter to them," stated Bernie Glaser, VP of marketing, Mercedes-Benz USA. "With the latest generation, drivers can experience premium digital services in and out of their vehicles with the most comprehensive capabilities available in the market today. And best of all, because it uses cloud technology, they will benefit from having a system that will only get better over time."

"All From One Place" is a big and colorful spot featuring a young man who is followed through various scenarios, including at a stadium location surrounded by a cheering crowd for a sports match, on a busy trading floor obtaining stock updates, mingling at a casual party, on a dinner date and finally walking through a storm – all to illustrate how one can shift and toggle through life's events with the help of mbrace2's seamless connectivity and customized apps.

After its debut on CBS during The US Open, the ad will continue in rotation through early November, with high-visibility placements during the 2012 Emmy Awards on ABC, NFL games on CBS and throughout network series season premiers such as "The Office," "Revenge" and "Smash." The spot will also be featured across programming on top-rated cable channels such as Bravo, E!, ESPN, Discovery, The Food Network, National Geographic, TNT and USA.

Much of the complimentary digital campaign is designed for tablet users and will be featured in a range of outlets covering the auto, tech, business and general news categories, including Autoweek, Engadget, Bloomberg, CNNMoney, Forbes, The New York Times and The Wall Street Journal. Custom sponsorships will also be featured on the landing pages of both Slate and Wired. Additionally, users searching for information about or related to mbrace2 via Google/Yahoo!/Bing or social channels such as YouTube or Facebook will be connected to mbrace2 content as well.

For example, users searching "mbrace2" on Google will be served a text ad, which upon clicking they will be directed to mbrace2 content on MBUSA.com. Whereas on social networking sites (e.g., Facebook), users who have self-identified interest in categories (e.g., auto enthusiast fan) will be served a sponsored mbrace2 post.

The mbrace2 message will also be featured on the MBUSA Facebook page with a dedicated mbrace2 tab coupled with a takeover of the MBUSA YouTube Channel.

Introduced at the 2012 Consumer Electronics Show (CES) in January, mbrace2 builds upon the current generation's reputation as the "gold standard" for safety and concierge services, offering more than 60 features aggregated in the categories of safety & security, navigation & destination planning and convenience. The services can be accessed quickly and easily from within the vehicle, smartphone (iPhone or Android) through its Mobile Application or from any computer through a personalized web portal. mbrace2 made its vehicle debut this past spring in the MY13 SL-Class.

New remote access capabilities include Travel Zones/geo-fences, Curfew Minder, Driving Journal, Speed Alerts, Valet Protect and Remote Horns & Lights – all of which give owners unprecedented tools for greater peace of mind when secondary drivers use their Mercedes.

Since 1999, Mercedes-Benz has offered leading telematics features in the U.S. market, originally called Tele Aid. Ten years later, MBUSA launched mbrace, a new open-architecture offering that brought an unprecedented level of connectivity for drivers and began the process of allowing them to customize their in-vehicle experiences. The launch of mbrace also marked the first time an OEM connected drivers with their vehicles via their smartphone.

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