Mercedes-Benz Looking to Cash-In on the Opportunities Presented in Super Bowl 2013
Giancarlo Perlas December 26, 2012
Millions will definitely be tuned in to witness the outcome of Super Bowl 2013 in New Orleans. However, the top executives of Mercedes-Benz are looking at the spectacular event on a different angle according to Reuters.
Set to make its impact on the late-game commercial will be the new 2014 Mercedes-Benz CLA. The aim of the advertisement’s airing during the phenomenal sporting occasion is to attract thousands of new and younger customers into buying the brand. The report further added that this strategy is being employed nowadays by luxury car brands in order to keep up with the highly competitive market.
Stephen Cannon, chief executive of Mercedes-Benz USA, stated that the Super Bowl ad and campaign represents the largest single marketing investment of the company in 2013. He said that the investment is necessary for them to step up in their game. However, he refused to comment further on the actual figures involved. But based on the recent industry estimates, the 60-second air-time of the spot alone which was set in the New Orleans’ French Quarter amounts to more than $7 million. That does not even reflect the total spending on the advertisement and promotional campaigns.
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