Mercedes-Benz UK has created the first non-branded campaign ever in its history to launch the exciting new A-Class – the intriguing campaign, ‘Pure and Simple’, utilises just two elements; a striking image of the new A-Class and one line: #NewGeneration.
For the 10-second television advert, which airs during the ITV1 England versus Norway football match on Saturday 26 May, the standalone A-Class will simply be rotated alongside the hashtag call-to-action.
The imagery, which has been designed to entice the audience to discover more using Twitter, centres around a specific information hub: mercedes-benz.co.uk/newaclass, where people can go to find out more about this exciting new car, which will also be promoted via an email campaign and online advertising.
In addition, the television advert is the first automotive broadcast that can be used in conjunction with the Aurasma app to access additional hidden content by hovering over the A-Class image. Aurasma can also be used alongside the various media channels, including print within key motoring, fleet and national lifestyle publications and point of sale adverts, to view the special Mercedes-Benz A-Class site.
Alongside this, a promoted trend and tweets for #NewGeneration on Twitter will commence on 26 May, to encourage and build dialogue and excitement amongst motorists.
David George, Mercedes-Benz Passenger Cars Marketing Director, said: “The A-Class is a real game-changer for the brand. The Pure and Simple campaign is designed to raise awareness of the new generation for Mercedes-Benz and is the beginning of a major launch for this exciting new vehicle.”
Mercedes-Benz will also be running a homepage takeover of Spotify.com, encouraging users of the free account to choose the song they would use for the new A-Class advert and tweet their selection to be in with a chance of winning a Spotify Premium membership.
Mercedes-Benz has created a car with an unmistakable road presence and the appearance of the new A-Class reflects the new design strategy of the manufacturer. For example, rather than a conventional radiator grille the new A-Class features the world’s first ever ‘diamond’ grille, with design and dynamism obvious characteristics of the new vehicle; the A-Class sets a new record Cd value of 0.26, which puts the vehicle at the top of its class.
The new Mercedes-Benz A-Class will offer a host of powerful, yet efficient engines: for the first time a Mercedes-Benz will produce emissions of just 98g of CO2 per kilometre. At the same time the new model underlines that for Mercedes-Benz safety comes as standard and includes, amongst other things, the radar-based COLLISION PREVENTION ASSIST system.