Mercedes-Benz - "Awe Inspiring"

Jung von Matt/Alster

Jung von Matt/Alster Hamburg, Germania

Premi

13894

Marca: Mercedes-Benz
Paese: Germania

Cliente: Daimler AG

Titolo	Awe Inspiring
Agenzia	Jung von Matt/Alster
Campagna	Venice/C-Class Coupé
Cliente	Daimler AG
Marca	Mercedes-Benz
Posted	Giugno 2012
Prodotto	Venice/C-Class Coupé 3
Settore	Auto Nuove
Slogan	The best or nothing.
Trama	SUMMARY: The C-Class Coupé was a completely new model type and introduced a new coupé era for Mercedes-Benz. The most important communications objective was, therefore, to raise awareness of the new model type in the broad public domain and to enhance the brand image dimension “refined sportiness”. By focusing on sporty design and driving experience, the new Coupé could free itself from the rather traditional image of the C-Class Sedan and attract the attention of those who are actually interested in the Audi A4, Audi A5 or BMW 3 Series. Objectives included achieving significant recognition and motivation scores in the new customer target group, brand rejuvenation and a more youthful, trend-setting and spontaneous image for Mercedes-Benz drivers. The key insight was that passion is what matters to the target group when it comes to cars, not practicalities. This message was conveyed using a small but appealing cliché: men and women have different desires in many areas of life, especially in their different expectations of a holiday. While the woman dreams mostly about the many possible destinations, the only thing that matters for the man is how to get there. The campaign was a resounding success and set new benchmarks across Europe. In all three tested markets, Mercedes-Benz drivers are now perceived as considerably younger, more spontaneous and more trend-setting. At a more general level, the brand value of ‘sportiness’ improved by 25% and 70% in France and Germany, respectively, setting new records in those markets. The sales figures reflect these successes. Within the first six months after market launch, sales of the C-Class Coupé had overtaken the launch figures of its predecessor, the CLC, by 17%. Moreover, in the three markets measured, sales in the month after the end of the campaign had risen by up to 43%.
Tipo di Media	Stampa e stampati
Agency	MEC Germany
Media Director	Arvid Boström
Media Director	Matthias Brüll
Advertising Manager	Giusseppina Arena-Karaki
Advertising Manager	Damir Maric
Advertising Manager	Lüder Fromm
Advertising Manager	Christoph Reichle
Advertising Manager	Alexandra Süss
Credit	Maria Groh
Credit	Torben Otten
Credit	Meike van Meegen
Credit	Daniel Pieracci
Credit	Steffen Heidweiler
Credit	Christopher Brinkmann
Credit	Tilman Gossner
Credit	Martin Strutz
Credit	Georg Baur
Credit	Luca Rescheleit
Credit	Thim Wagner
Credit	Sven Dörrenbächer
Credit	Sonja Stockmann
Footage	Florian Schramm
Credit	Clemens Pavel
Credit	Fabian Schmid
Credit	Andres Maldonado