Feeling just as comfortable and safe in the car as in one’s own four walls: Mercedes-Benz once again sets the standard in design, safety and comfort with the new E-Class, which is due to be launched on 28 March 2009. Features such as highly atmospheric ambient lighting or active multicontour seats with a massage and dynamic control function ensure an outstanding feeling of wellbeing. Numerous carefully coordinated assistance systems turn the Saloon into an “intelligent partner”. Whether drowsiness or the blind spot when changing lanes – these assistance systems already recognise potentially hazardous situations in advance, and make travel in the E-Class safer than ever before. The car gives its driver a unique feeling of safety and security. The market launch campaign for the saloon reflects this feeling in all its aspects: “Welcome home. The new E-Class”.
The marketing mix includes all communication channels – from print ads and TV spot plus an Internet and Mobile Special right up to dealer and interactive marketing activities and exclusive customer events. “The communicative focus is on design, safety and comfort of the new E-Class. These are addressed by the claim ‘ Welcome home’, which communicates this feeling across all channels “, says Anders Sundt Jensen, Vice President Brand Communications Mercedes-Benz Cars. ” The highest standards with respect to design, safety, comfort and efficiency are aspects that have high importance all over the world. This enables us to use the campaign in more than 100 countries, ensuring that the new model will be uniformly positioned and communicated. ”
In the print ads the latest model from Stuttgart is portrayed very confidently in a modern environment and high value look. In this way the new Mercedes-Benz
E-Class underlines its status as the most successful business saloon in its segment. The scenes and coloring of the advertising motifs emphasise the new design idiom of the E-Class and communicate the “Welcome home”feeling. The graphic motifs are supported by messages such as “Arrive as though you’ve never been away.”and “The new Efficiency-Class: 204 hp, from 5.3 litres/100 km”. The ads will not only be inserted in high-circulation daily newspapers and magazines: the new E-Class will also feature prominently on huge billboards in several German cities.
TV spot, Internet and Mobile Special
The TV spot shows the new E-Class BlueEFFICIENCY, humorously illustrating the perfect combination of luxurious design and comfort with sustainable mobility. A well-heeled father is not looking forward to meeting his daughter’s new boyfriend, as he is convinced it will be yet another hippie. When the daughter and boyfriend arrive in the new E-Class, the father is visibly impressed. However, a look at the “BlueEFFICIENCY” badge showing the environmental awareness of his prospective son-in-law confirms his initial suspicion that he is “indeed yet another hippie”. The TV spot underlines the status of the E-Class BlueEFFICIENCY as the most environmentally friendly E-Class of all time.
Outstanding safety and comfort even in extraordinary driving situations is the message conveyed by the Internet Special at www.concert-in-e.com, which already started successfully during the pre-launch phase in early January, coinciding with the world premiere of the E-Class. While the former Formula 1 professional Jean Alesi drives the car on a route with numerous bends, the four-times Grammy winner, jazz-singer Dianne Reeves, holds a concert in the rear of the Saloon in total relaxation. At www.mercedes-benz.tv the internet broadcast station shows the TV spot at the same time as it is broadcast by long-range stations. The current edition of Drive Magazine, which is available as a free video podcast download from iTunes, is also devoted to the new E-Class.
A comprehensive range of information and entertainment on the E-Class can also be accessed via mobile devices. Features available at www.e-class.mobi include a mobile configurator with which the user can configure the personal car of his choice, as well as exclusive downloads. From early March these include a “Wine-and-Dine Guide”, which recommends exclusive hotels and restaurants throughout Germany.
E-Class journal “The Automotive Star” and a new literature concept
Mercedes-Benz is taking a new departure with its interactive marketing activities by publishing its own journal for the first time. In the E-Class journal “The Automotive Star” , Mercedes-Benz designers, developers, trend researchers and others provide information about the E-Class in various articles, mapping the more than 60 year-long history of the Saloon. The journal is available at events and shows, and from the Mercedes-Benz retail outlets throughout Europe. Mercedes-Benz is also introducing a new literature concept with the E-Class, with fascination, information and individualisation as core elements of the catalogue concept.
The story of the E-Class in a history book and special exhibition
Since as long ago as 1947, Mercedes-Benz has been consistently setting new standards in design, safety and comfort with the E-Class. Accordingly, the current campaign ” Welcome home ” is intentionally reminiscent of an advertising spot from the year 1990. With total sales of around 12 million units, the E-Class is among the bestsellers in the international luxury segment. The eventful and exciting story of this model class is told by the illustrated history book ” Zeitreise ” , which is available in Germany. With numerous emotionally appealing photos, the book provides a wealth of information about the individual models and highlights in the context of their period. This illustrated history can be ordered free of charge via the Internet-Special www.concert-in-e.com.
Since February a special exhibition at the Mercedes-Benz Museum has also been devoted to the success story of the E-Class. In addition to historic vehicles, personal anecdotes and exhibits, visitors to the Museum are able to experience the new E-Class live. The presentation, for which a complete display room was restructured for the first time since the Mercedes-Benz Museum opened its doors, is open daily except Mondays from 9 a.m. to 6 p.m. until 27 September 2009.
The umbrella concept for the integrated campaign, the TV spot and the Internet Special was developed by Jung von Matt. The Mobile Special was developed by Proximity GmbH in Hamburg and realised by YOC AG in Berlin.
