- Emotional, target group specific print advertisements
- TV spot and digital communication with online video clip and web special
Stuttgart. Mercedes-Benz starts the launch campaign for its newly developed MPV under the banner “The new V-Class. Large as Life.” in a humorous manner, the integrated campaign playfully addresses the widespread cliché of the functionally boring family car, and presents the new V-Class as a trendsetter for a new world of spacious automotive experiences. The campaign focuses on print advertisements, a TV spot, an online video clip and an interactive web special. These perfectly present the key message: The V-Class is a genuine Mercedes-Benz premium passenger car.
“The campaign is just as progressive and emotional as the new V-Class, and impressively reflects what the Mercedes among MPVs stands for: impassioned design with high perceived value, outstanding versatility and functionality, dynamic performance and exemplary safety,” says Nicolai Berger, Head of Marketing Communication & Product-Information Mercedes-Benz Vans. “The V-Class underlines a stylish, comfortable and independent lifestyle. Thus the V-Class is the perfect vehicle for modern families, people who are active in recreation and sports, and operators of shuttle services. This versatility is the centre of the whole campaign and so we address different target groups in an emotional and individual way,” says Berger.
The print advertisements dynamically present the V-Class in the urban environment. The vehicle is illuminated by inserted images showing appealing characteristic moments in the life experience of the different target groups – for example a father with his baby, a sports cyclist or a concert stage. The six different photo motifs are supplemented with an eye-catching, likewise target group specific text message such as “No father needs to drive a dad’s car. Discover a new dimension of passion.”, “The search engine for top performance. Discover a new dimension of spontaneity.”, or “Showffeur. Discover a new form of exclusivity.” The text messages address individual product features that particularly meet the expectations of the relevant target groups for an MPV – from a sporty driving experience and the variable seating concept to high-quality interior design. The advertisements will appear worldwide as 2/1 and 1/1 pagers in high-circulation general interest magazines, current affairs magazines, special-interest media and supra-regional daily newspapers.
The roughly one and a half minute long online video clip “Inspired by parents”, is equally emotional and humorous. In a highly unusual way, it explains how the new V-Class came by its numerous assistance and safety systems. The impression is as if Mercedes-Benz took its inspiration from the special capabilities of parents. Because mothers and fathers see things without being physically present, and they have premonitions that protect their children from harm – just like e.g. the 360°- camera, Blind Spot Assist or COLLISION PREVENTION ASSIST in the new V-Class.