0 360-degree campaign to promote the launch of the new flagship: S-Class on all channels

Mercedes-Benz is supporting the market launch of its new flagship with an extensive campaign covering all relevant communication channels. Under the banner "The new S-Class. Vision accomplished.", the saloon is to be presented as the global benchmark for luxury motoring. In this way, the campaign will focus in a self-assured, confident manner on what the S-Class embodies as an icon of mobility: moving forward is about thinking on your feet and venturing down new avenues. The worldwide 360-degree campaign will centre on print advertisements, a TV spot, an interactive web special and extensive social media activities. The Mercedes-Benz Museum will be supporting the campaign with an exclusive special exhibition dedicated to the history of the S-Class. The new key visual highlighting Mercedes-Benz's global involvement in the fashion world featured the S-Class alongside Chinese top model Sui He.

"The new S-Class embodies our leadership aspirations like no other model. It marks the beginning of a new era of modern luxury and safety in cars", observes Dr Joachim Schmidt, Member of the Management Board of Mercedes-Benz Cars, Sales & Marketing.

Self-assured and progressive in character, the campaign focuses on the unique image of the new S-Class and the numerous innovations it embodies. The Saloon is showcased in an early-morning setting, in which it is gently caressed by the first rays of the rising sun. The look underscores the dawning of a new automotive age while at the same time emphasising the vehicle's highly dynamic design in a sparse urban scenario. The four print motifs have been appearing in newspapers, magazines and national dailies since the end of June. On TV, the S-Class will be presented as the best car in the world. The numerous innovative comfort and safety features, which will provide an all-new driving experience, will be at the heart of the "Visions" spot, which will be shown throughout Germany from July (http://youtu.be/K99Sg6IXkP0).


Extensive social media activities

Mercedes-Benz had already successfully laid the foundations for the new campaign with a wide range of social media activities timed to coincide with the world premiere of the S-Class in May 2013. The teaser communication included design sketches and vehicle photos, followed by a live stream of the world premiere in Hamburg with wide-ranging reporting on Facebook and www.mercedes-benz.com. On its international Facebook page alone, Mercedes-Benz gained more than 18 million contacts, testimony to the enormous interest the social community shows in the new S-Class.

Interactive web special to bring the new S-Class to life

The interactive web special brings selected highlights of the new luxury saloon to life at www.mercedes-benz.com/s-class. These include the ENERGIZING massage function based on the hot stone principle, the PRE-SAFE® impulse assistance system, which reduces the risk of injury in a head-on collision, MAGIC BODY CONTROL, the world's first suspension with "eyes", and the internet-based and therefore particularly up-to-date Live Traffic Information service. Visitors to the web special can download their "Management Summary" of the S-Class highlights in pdf format. The web special will be available as a desktop, tablet and smartphone version.

Communication on all channels around the globe

The classic advertising measures are to be supported by comprehensive CRM and retail marketing activities, for example, with the emphasis on directly targeting customers. Dealers will receive an extensive toolbox that will allow them to design and execute exclusive VIP customer events, which showcase the S-Class in an extraordinary setting in an elegant, timeless and emotional way. A special "Innovations" section has been integrated into the sales literature in order to highlight the numerous new technologies to best effect.

In view of the S-Class's history as a technological trailblazer of automotive development, Mercedes-Benz Classic will be supporting the campaign with numerous activities. A brochure relates the luxury saloon's history covering all the model series to date, for example, while a 2014 Classic calendar presents impressive motifs from various eras. A special exhibition at the Mercedes-Benz Museum in Stuttgart from 18 June until 3 November 2013 will also pay tribute to the unique phenomenon of the S-Class. Numerous exhibits and accompanying information will present the S-Class family from the beginning of the 20th century to the present day.

The S-Class is also integrated into the sponsorship activities. It featured in the appearance by Mercedes-Benz and Mercedes-AMG at this year's Cannes film festival, for example, and is currently starring alongside Chinese top model Sui He in the new key visual promoting Mercedes-Benz's worldwide involvement in the fashion world. Under the creative direction of Carine Roitfeld, the former editor-in-chief of French VOGUE magazine, and art director Stephen Gan, among other things co-founder of the New York V Magazine, photographers Max von Gumppenberg and Patrick Bienert have created a visual motif with a beguiling, dynamic allure. An optical illusion illustrates a delightful interaction between car and model, with the viewer gaining the impression that Sui He is holding the S-Class tenderly on her hand, blowing it a kiss.

Mercedes-Benz's creative agency Jung von Matt is responsible for designing and realising the marketing campaign. The web special has been produced by online agency Scholz & Volkmer. The new Mercedes-Benz S-Class will be available from dealers in Europe from 20 July 2013.

Credits: Daimler AG

Copyright © 2013, Mercedes-Benz-Blog. All rights reserved.

Detail: 360-degree campaign to promote the launch of the new flagship: S-Class on all channels

0 Welcome to the 2013 Mercedes-Benz Museum Summer!

This year summer begins on 18 June – the day the Mercedes-Benz Museum launches its exciting summer programme. From then until the end of the summer holidays in Baden-Württemberg on 8 September 2013, a variety of different events will be staged in and around the Mercedes-Benz Museum.

The special S-Class exhibition (18 June – 3 November 2013) presents the history and diversity of the luxury model series from Mercedes-Benz and takes the museum visitor on an automotive journey through the generations – from a 60 hp Mercedes-Benz of 1903, through to the present day with the new S-Class (222 series).

Fans of the fire service, both young and old, should make a note in their diaries of “Helpers’ Week” (25 June – 30 June 2013): over 80 fire vehicles will be turning out for a presentation outside the museum, framed by a colourful supporting programme on the theme of fire extinguishing, rescue and recovery.

At “Cars & Coffee” the spotlight shines on individual collectors’ vehicles: on four Sundays (14 July, 28 July, 18 August and 8 September 2013), the hill outside the Mercedes-Benz Museum will once again become a meeting point for fans of classic cars from Mercedes-Benz.

Other highlights of the 2013 Museum Summer include the Bertha Benz Days (2 August – 4 August 2013), the Mercedes-Benz Open Air Cinema (15 August – 1 September 2013) and the summer holiday programme with special offers for children.

The Mercedes-Benz Lounge (18 June – 8 September 2013) outside the Museum is the perfect place to relax from Tuesday to Sunday from 12 a.m. with refreshing drinks and mouth-watering snacks. The “Happy Hour” from 6:30 p.m. to 7:30 p.m. sweetens the end of the day. Every Friday from 6 p.m. there will be a barbecue. Every second Sunday during the summer months, the Museum restaurant will also be opening the buffet for its popular Sunday brunch.

The complete programme listing all details of the 2013 Museum Summer is available from June: in printed format from the Museum ticket desk and at the Mercedes-Benz Classic Customer Centre, or online: www.mercedes-benz-classic.com/museumssommer .

Credits: Daimler AG

Copyright © 2013, Mercedes-Benz-Blog. All rights reserved.

Detail: Welcome to the 2013 Mercedes-Benz Museum Summer!

0 Mercedes-Benz launches campaign for its dream cars

“Mercedes-Benz dream cars” is a combined concept for the Stuttgart-based manufacturer’s sales and marketing activities around its coupé, cabrio and roadster model series. The campaign is currently being rolled out in its core markets. The dream cars include the new E-Class coupe and cabrio models, the SLK and SL sports cars, the CL as well as the CLS and the CLS Shooting Brake. Selected classics such as the SL Pagoda or the SE Coupé round off the portfolio of the Mercedes-Benz dream cars.

“We have always made automotive dreams come true. ‘Mercedes-Benz dream cars’ is intended to underline this as a new umbrella term,” says Dr. Joachim Schmidt, Executive Vice President Mercedes-Benz Cars Sales and Marketing. “Those models in particular are what make the Mercedes-Benz brand so exciting.”

Approximately 133,000 of these dream cars were sold worldwide in 2012. The aim is to increase model sales further during 2013. The E-Class cabrio and coupe are set to play an important role when they take to Europe's roads from 1 June 2013 onwards.

Adaptable communication activities around the globe

Advertising and marketing tools featuring a standard design, and which can be used in various different ways worldwide, are to be stepped up. Markets will have access to a “dream car toolbox” containing print visuals and moving image material. There are also dealer communication modules and event guidelines to assist dealers in implementing point-of-sale events. This gives all markets the flexibility to respond to their specific target audience. In Germany, the print ads will run from mid-May 2013. A concurrent radio campaign starring the E-Class cabrio and coupe will invite listeners to “dream car weeks”. Special formats like the 2014 Mercedes-Benz calendar will also be entirely dedicated to the dream car theme. Long-term, this extensive package of activities will not only ensure that the dream cars fully live up to driver expectations, but also contribute to the Mercedes-Benz 2020 growth strategy.

Rising demand for dream cars

In Germany, the E-Class coupe and cabrio have proved to be the most popular vehicles in their segments for the third time in succession. Demand in the UK and the United States – the biggest sales market – is even greater than in the home German market. Worldwide, some 75,000 customers have opted for an E-Class cabrio since the market launch of the current model series in 2010. Meanwhile, more than 132,000 units of the coupe version have been sold since it was unveiled in 2009. The majority of both cabrio and coupe customers select a paint finish in obsidian black. Diamond white metallic is the second most popular colour. When it comes to optional extras, customers value entertainment and comfort above all: around two-thirds of customers choose the COMAND multimedia system and more than four-fifths order AIRSCARF neck-level heating for their E-Class Cabrio.

In the roadster segment the Mercedes-Benz SLK was the global segment leader last year, with 31,800 new cars sold. Most SLKs in 2012 went to owners in Germany, followed by the UK and the United States. Besides the PARKTRONIC system ordered by 90 percent of customers, the most popular extra equipment include AIRSCARF neck-level heating and a navigation and entertainment system. Furthermore, over four-fifths of SLK buyers opted for leather equipment in black. The top paint colour choices for the SLK are tenorite grey, palladium silver and iridium silver.

Now in its sixth generation, the iconic Mercedes-Benz SL sports car continues to be as popular as ever. From the current model series 10,700 units were sold in 2012, three times as many as in the previous year. The SL’s history dates back 60 years to the 300 SL racing sports car of 1952. Today, one in every two SL models goes to an owner in the United States. Germany and Japan are other major sales markets. Proving that no other vehicle in its class unites sportiness and comfort like the SL, the vehicle has won a 2012 “Automotive Brand Award” for its outstanding design. The highest of accolades for vehicle body construction was also received in 2012 in the shape of the “EuroCarBody Award”.

The unique concept behind the CLS Shooting Brake last year saw Mercedes-Benz establishing an entirely new segment. In terms of design idiom and equipment, this model fulfils every customer requirement. An American cherry wood load compartment floor, for example, helps to create an exclusive yachting ambience. In February, the CLS Shooting Brake was awarded the 2013 Design Trophy in the Estate Class category for its exciting design. The jury also voted it the most beautiful car of all and therefore the overall champion. Just under 37,000 units of the CLS and CLS Shooting Brake were delivered to customers in 2012, making it number one in its competitive class. Since the CLS debuted in 2003, over 240,000 of the vehicle have been sold.

Credits: Daimler AG

Copyright © 2013, Mercedes-Benz-Blog. All rights reserved.

Detail: Mercedes-Benz launches campaign for its dream cars