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

Article by Christian A., on August 29, 2012

Mercedes-Benz said that its latest advertising creative is projected to connect the brand better with its drivers. Specifically, the new ad hopes to show how the newest telematics innovation from the brand, which is the mbrace2, works. This system is able to fully engage the drivers with their vehicles in the safety. Dubbed as “All From One Place,” this thirty-second spot will be making its official debut at the 2012 U.S. Open, a sporting event that Mercedes-Benz sponsors as well. According to Mercedes-Benz, the mbrace2 is able to offer the highest quality features in terms of vehicle care, personal assistance, infotainment, and safety.

Through open Internet access, the mbrace2 is able to deliver a vehicle that is connected. Drivers can also use it to customize a number of popular apps like Google Local Search, Yelp, and Facebook. Called Mercedes-Benz Apps, drivers will be able to design these for their own use. Another solution included in the mbrace2 is the ability to update software remotely through cloud networks. Thus, users are guaranteed to have easy access to the latest versions of their favorite apps while inside the vehicle.

By having limited functionality and combining it with a sensible user design, these applications are able to maximize their utility without the presence of any unnecessary distraction. This is important especially when the vehicle is running. That being said, there are features that will not be available when the vehicle is currently in motion. The "All From One Place" ad shows a young man going through different scenarios.

Examples of said scenarios include being on a busy trading floor and looking at the latest stock updates, going on a dinner date, socializing on a casual gathering, being surrounded by a crowd cheering for a sports event at a stadium, and even walking across a storm. What this is simply showing is that through a set of customized apps and seamless connectivity, the mbrace2 is able to help people go through different events in life.

Bernie Glaser, who is Mercedes-Benz USA’s VP of Marketing, shared that the mbrace will be fitted on the brand’s whole range as a standard. Thus, he added, customers will be connected not just to the information that they need, but also to the people that greatly matter to them.

VP Glaser continued that through the latest generation, customers will be able to experience more premium digital services both outside and inside their vehicles. This is more than guaranteed as it has the most wide-ranging capabilities available there is. Glaser said further that the best feature would be that it utilizes cloud technology and this will only get better as time passes.

Once the official debut on CBS is done, where the U.S. Open will be telecast, this ad will then be rotated until early November. Spots include high-visibility events like the 2012 Emmy Awards on ABC and the NFL games on CBS. The ad will be rotated as well during series season premiers like “Smash,” “Revenge,” and “The Office.” It will also be shows on cable channels that include E!, Bravo, ESPN, The Food Network, Discovery, National Geographic, TNT and USA. Other elements of the "All From One Place" will include a presence on both digital media and social media.

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 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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