5:34 am, May 28, 2012
MERCEDES-BENZ UK has created the first non-branded campaign ever in its history to launch its new A-Class hatchback.
The intriguing campaign, ‘Pure and Simple’, utilises just two elements: A striking image of the new A-Class and one line: #NewGeneration.
For the 10-second television advert, which has been airing over the weekend, the standalone A-Class has simply been shown alongside the hashtag call-to-action.
The imagery, which has been designed to entice the audience to discover more using Twitter, centres around a specific information hub: mercedes-benz.co.uk/newaclass, where people can go to find out more about the car, which will also be promoted via an email campaign and online advertising.
In addition, the television advert is the first automotive broadcast that can be used in conjunction with the Aurasma app to access additional hidden content by hovering over the A-Class image.
Aurasma can also be used alongside the various media channels, including print within key motoring, fleet and national lifestyle publications and point of sale adverts, to view the special Mercedes-Benz A-Class site.
Alongside this, a promoted trend and tweets for #NewGeneration on Twitter has begun to ‘encourage and build dialogue and excitement amongst motorists’, the German firm has said.
David George, Mercedes-Benz passenger cars marketing director, said: ‘The A-Class is a real game-changer for the brand. The Pure and Simple campaign is designed to raise awareness of the new generation for Mercedes-Benz and is the beginning of a major launch for this exciting new vehicle.’
Mercedes-Benz will also be running a homepage takeover of Spotify.com, encouraging users of the free account to choose the song they would use for the new A-Class advert and tweet their selection to be in with a chance of winning a Spotify Premium membership.
