2012 Mercedes-Benz C-Class Coupe Ad Campaign Targets Younger Demographic

Words John Clark | May 16, 2011
At the heart of the campaign is the interactive web video “Drive & Seek”, which was launched already in March
Words John Clark May 16, 2011

Mid-May will see the start of a comprehensive, integrated campaign by Mercedes-Benz to accompany the launch of the C-Class Coupé, the brand’s first coupé in the compact car segment. Under the slogan “More style per hour”, the company is staging a multi-channel campaign highlighting the sporty two-door’s dynamic design and value. For the very first time, all moving picture content for online and traditional media have been shot in one comprehensive film production, ensuring that all images – from web specials to pre-rolls and banner ads to cinema ads and product films – have a standardised appearance. The project is one of the most elaborate moving picture projects the company has ever undertaken, with filming locations in South Africa, Malaysia and Singapore.

“The C-Class Coupé campaign does a wonderful job of reflecting the identity of the vehicle – agility and design”, says Anders Sundt Jensen, Vice President Brand Communications Mercedes Benz Cars. “In addition to current Mercedes-Benz drivers, with the C-Coupé we are particularly aiming for a new, younger target group, hence the modern campaign approach.”

Web video with interactive agent thriller

At the heart of the campaign is the interactive web video “Drive & Seek”, which was launched already in March on www.mercedes-benz.com/c-coupe. The thriller is about the theft of a work of art, a car chase starring the new C-Class Coupé and the hero agents, who rely on the help of the user, who must stay focused and make split-second decisions in order to capture the thieves and return the painting to its rightful owner. Four short films highlight the C-Class Coupé’s top features in terms of agility, design, safety and comfort. The web special is accompanied by cinema-poster-style ads and posters.

There are also a number of online activities like banner ads on auto-motor-sport.de, apps for the iPhone and the iPad, and other social media activities associated with the launch and directly related to the web thriller.

Traditional print and cinema ads

Traditional print ads started on 11 May, and they too, show off the sporty and dynamic qualities and sleek design of the new C-Class Coupé perfectly. Three different ad images show the vehicle with a high-gloss finish in palladium silver on a disused air field in Jerez de la Fontera, Spain, where parts of the web thriller were also shot. In the bright midday sun, the Coupé comes across as a shining jewel. Messages such as “More style per hour, “Awe. Inspiring” or “Adrenaline accelerator included” accentuate the vehicle’s modern image. The two 45- and 30-second cinema ads also take a humorous approach to the campaign slogan “More glances per hour”. They will begin screening on 19 May and are a sequel to the web thriller, linking back to the bank robbery featured in the film.