The new E-Class Saloon and Coupé were launching at a challenging time. Car sales were falling, with the premium market suffering in particular.
It is Mercedes-Benz’s most important new car launch for several years - the model most associated with the Mercedes brand, and considered to be the flagship by which the brand is judged.
We know that when times are tough, people spend their money more wisely. We also knew the E-Class would lead its class on technology and innovation, but what really mattered was the pleasure that would bring the driver and passengers; an antidote to the economic gloom.
After all if you are going to buy a car this year why not buy one that will bring some joy?
We created an integrated campaign around the Weapon7 Brand Participation Model, “Tempt, Engage, Build.”
The “tempt” phase started way back in December 2008. For those people looking for any news about the new car we set up a data-capture webpage where they could sign-up to receive breaking news alerts by email and SMS. The “engage” phase ensured, their interest being rewarded over 6 months with exclusive first-look news and content.
From the date each model was announced we expanded this “tempt” campaign with online ads and search – all pointing to the data-capture page.
Existing customers, lapsed customers and non-customers who had signalled an interest in Mercedes-Benz were also sent a pre-launch piece of DM 4-5 months from launch, and a second piece six weeks before launch. This was designed to tempt recipients and activate them to enquire further.
The launch piece built deeper engagement with the ‘pleasure’ concept, and was followed up by email and outbound telemarketing.
The website, eclass.co.uk shows twenty-one short videos that bring to life specific features of the car.
For use in retailers and at MB World, we developed a series of point-of-sale posters around the pleasure theme, announcing the product launch date and allowing brochures/test drives to be requested by SMS.
Above the line activity (TV, radio, press and outdoor) starts on June 1,“tempting” the audience with the pleasure message, and driving further engagement through the website, WAP site or SMS-based brochure/test drive requests.
Simultaneously the online advertising will switch from the “tempt” phase to a format which will encourage the user to engage with the ad to explore one of the car’s specific features.
