To mark the introduction of its new four-door Coupé, the CLA, Mercedes-Benz is launching a promotional campaign under the slogan “Untamed. The new CLA”, which will run on all relevant communication channels.
The new vehicle, with its internationally unique aerodynamic design, is thus breaking free of the constraints of convention to become the leader of the road-going pack. Along with classic advertising measures such as print ads and TV spots, the CLA campaign will feature an online special aimed at stimulating the creativity of participants. Marketing activities will concentrate first and foremost on the unconventional, self-assured and sporty image of the vehicle. The Mercedes-Benz CLA will be available from authorised dealers from April 13, 2013.
“The CLA will be in a vehicle class of its own. As the little brother of the CLS, it will appeal to target groups who bring a certain non-conformist approach to life. The campaign therefore puts the car in situations that can be summed up as ‘Anything but ordinary’”, according to Anders-Sundt Jensen, Head of Brand Communications Mercedes-Benz Cars.
With the new CLA, Mercedes-Benz is introducing a four-door coupé whose sporty design and dynamic handling characteristics make it stand out from the competitive crowd. Using some surprising images, the TV spot asks how it is possible to stand out from the crowd, when so many others are also striving for individuality – the answer is provided by the new CLA. The promotional film will be showed until mid-March on all major German TV channels.
The print materials show the ‘style rebel’ from a range of perspectives. These will be appearing until mid-April in high-circulation news and business magazines, specialist motoring publications and special interest media under headings such as “Form: non-conformist” or “Untamed”.
#Untamed – a digital photo installation
The classic advertising measures will be complemented by an unconventional online and event format. Launching in February is #Untamed, a digital photo installation inspired by the new Mercedes-Benz CLA, for which Mercedes-Benz will be exploiting the power of the popular social media photo platform Instagram. Users will be able to go to www.untamed-installation.com and upload the most unusual images from their personal Instagram photo stream to the multivdevice-compatible CLA campaign website.
On the homepage, participants will be able to see how individual their photos are, and the extent to which they stand out from the images captured by other participants. In accordance with the central theme of “The natural enemy of the ordinary”, participants will be encouraged to break free from the constraints of convention and demonstrate their creativity. A poster of the personal pictures can then be downloaded, sent by email or shared with friends via Facebook, Google+ and Twitter. This April these personal photos will then be digitally reworked and, together with the CLA, incorporated into an actual photo installation, to be presented to an international audience in Paris.
The teaser film #Untamed is available on YouTube