Components Of The Integrated Marketing Campaign For The New Mercedes-Benz C-Class

Steven Spielberg

The Mercedes-Benz marketing campaign for the new C-Class is consist of various elements or components using the same slogan the “C-for Yourself” which encourages customers to test-drive the new sedan in order to experience first hand the performance, comfort and quality of C-Class components— such as the Mercedes brake hose, radiator, etc. to name a few— that it has to offer.

Video Podcast, Interactive Films and a 360-degree Software Configurator

One of the predominantly extensive and entertaining elements of the international campaign is the online presentation which is found at On this site customers may be able to view the advertising banners and get to see the C-Class displayed against realistic backdrops. They may also reconfigure the C-Class according to their preference to study and get a good look of the various perspectives of the new sedan. The software allows users to select any combination of the model’s equipment lines, numerous color options, different types of light-alloy wheels, interior designs and other selected optional features.

The website also features an interactive assistant who will guide users to find their way through the new 360-degree soft configurator. There are also several interactive films that are available on the web site showing various individuals that has driven the C-Class describing the most vital details of the new Mercedes-Benz sedan.

A specially produced video podcast about the development of the C-Class is also available at This video podcast documents the creation of the Mercedes-Benz C-Class which is divided in four episodes. To complete the entire online campaign a Mercedes-Benz Museum website at which takes visitors on a multimedia journey showcasing the successful history of Mercedes-Benz’ best selling model series ever.

Customers to Test-Drive the new C-Class

The campaign ads made for Mercedes-Benz C-Class address existing and potential customers in the spirit of its core brand value of “Appreciation”. Mercedes-Benz believes that direct communication is an important element of their marketing campaign which helps them in connecting with their customers. And speaking of connecting with customers, Mercedes-Benz will sponsor an ‘Exclusive Driving Experience” in Barcelona and that’s not all Mercedes-Benz has also entered into agreement with some European hotel chains especially in popular vacation regions that will offer customers and potential buyers the chance to personally test-drive the new Mercedes-Benz C-Class.

The “Exclusive Driving Experience” will start on April 1 to 3, 2007 and will allow at least 80 consumers from every part of Europe to experience the C-Class in an especially relaxed environment. In Barcelona participant to the said driving event will get to enjoy the beauty of the Catalonian capital. And not only that, they will be made to participate in a slalom competition with other production vehicles that will allow them to compare the comfort and agility of the new Mercedes-Benz with other vehicles in this segment.

Participants will also get the chance to visit the Circuit de Catalunya where they will be allowed to drive an offroad course as well as go for taxi rides in a C-Class DTM model with Mercedes-Benz DTM drivers Bruno Spengler, Mathias Lauda and Bernd Schneider. And on the evening of April 1, 2007 the guests in Barcelona will be made to attend the Laureus Welcome Party for the Laureus World Sports Awards. The King of Spain Juan Carlos, together with Mercedes-Benz is the sponsor of the said event that will honor top international athletes on April 2, 2007.

Guests who will stay at selected Robinson Club Resorts and Westin Hotels & Resort facilities in Germany, Italy, Scotland, Austria, Portugal, Spain, and Greece for the inclusive months of May to September 2007 will be able to experience driving the new Mercedes-Benz C-Class in an attractive atmosphere. During the drive test guests will learn to appreciate the superior quality and agility of the new Mercedes sedan. Likewise, Mercedes-Benz will also offer shoppers at premium shopping malls like the one on Metzingen Germany the chance to take spontaneous test drives for the months of April and May 2007. And similar to the way the E-Class was introduce in the summer of 2006, the C-Class will be experienced at selected non-automotive trade fairs that showcase design, lifestyle, as well as interior decorating such as those of the ‘Maison & Objects” in Paris France.

The new C-Class will also be displaying its superior driving performance at the German Touring Car Masters series (DTM) on April 22, 2007. And for this year’s DTM, four AMG Mercedes C-Class vehicles from the new model series will be featured. It is important to note that the former C-Class models are the most successful vehicle in DTM today.

The C-Class Mobile in Second Life

The new Avantgarde model with the AMG package is also available in the Mercedes-Benz’ virtual representation at Second Life with coordinates 128.128.11. All the residents of this virtual community may purchase a virtual model of the Mercedes-Benz C-Class for 1,500 Linden Dollars or 4 Euros and virtually test drive it on the challenging track on the Mercedes-Benz Island.

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