Under the slogan "The new SL. Athlete. Esthete.", Mercedes-Benz starts on 12th March 2012 the media campaign for the sixth generation of its legendary luxury sports car. Various print ads in elegant monochrome look and an unusual TV ad in black and white starring Boris Becker put the key message in the spotlight: the SL is the perfect epitome of cultivated sportiness.
"The new campaign focuses on what the new SL is: the perfect fusion between a luxury coupe and a dynamic sports roadster," says Anders Sundt Jensen, Vice President Brand Communications at Mercedes-Benz Cars. "No other vehicle has reached a cult status as the SL and the new generation is even more convincing as a synthesis of exquisite comfort, refined sportiness and fascinating open-air driving pleasure."
The 44-second TV spot "Voice-over" is a humorous approach to the extraordinary performance of the new SL. The focus is on the all-aluminum body, which gives the premium roadster unparalleled dynamism and a significant decrease in the overall weight compared to its predecessor. As a passenger, Boris Becker enjoys the ride on a winding coastal road. Full of enthusiasm, he counts out loud the technical highlights of the SL: "V8 Biturbo, ..., from 0 to 100 in just 4.6 seconds, ..., full-aluminum body, 125 kilograms lighter than its predecessor" Annoyed, the driver slams on the brakes and invites the tennis legend to get out of the car. Surprised, Becker looks after the roaring SL and notes enviously: "And now, another 90 kilograms lighter...".
The focus of the print ads is the combination of luxury and feeling roadster, which is highlighted by the monochrome-look campaign in a particular way. Various motifs direct the SL in an urban environment, mediated by the photographic perspective which denotes vastness and pleasure to drive. Both the vehicle and the environment are uniformly decorated in fine silver gray, broken only by the red tail lights, black-tinted windows and a yellow element in the urban architecture.
Another component of the communication campaign is the SL Bodywork app, which will be available for download starting end of March, after the market launch of the luxury roadster, on www.mercedes-benz.com/sl, in the App Store and Android Market. The app offers the user, independent of time and place, a personalized fitness training programme in the areas of strength, endurance and stability.
The campaign was developed by the creative agency Jung von Matt / Alster and Jung von Matt / Spree. The TV spot was produced by Radical Media and directed by Christian Alby. Igor Panitz was the photographer of the print ads.
The series of viral videos for the "VitoPerfectPartner" campaign continue as Tom Ward's team strikes again with a funny clip. This time, a group of workers are having a lunch break. Out of nothing, their eyes are instantly attracted by a charming, blonde lady. But is it really her who got them 'mesmerized'? Hit play and find out the end of the story.
Once again, many thanks to Tom Ward for the hint! We highly appreciate it!
NOTE:www.vitoperfectpartner.com is an official campaign run by Northside Truck & Van Limited, a UK-based authorized dealer for light and heavy Mercedes-Benz commercial vehicles operating in Bradford, Doncaster, Hull, Immingham, Leeds, Sheffield and York.
Today is Valentine's Day and we'd like to ask a question: why could the Mercedes-Benz Vito be seen as your perfect partner? Well, Tom Ward, a freelance designer from the United Kingdom, had an answer to this problem and, therefore, he transposed his idea into the viral video you see above. The clip is funny, unconventional and has a good deal of marketing potential. This is the first of a series of three materials created by Tom and his team - so there's more to come.
Hat tip to Tom Ward for the hint! We highly appreciate it!
NOTE:www.vitoperfectpartner.com is an official campaign run by Northside Truck & Van Limited, a UK-based authorized dealer for light and heavy Mercedes-Benz commercial vehicles operating in Bradford, Doncaster, Hull, Immingham, Leeds, Sheffield and York.
Mercedes-Benz launches hunt for the QR-code A-Class prototypes
They are hunted by the automotive press, followed by auto enthusiasts around the world and now you can win with them: the test prototypes of Mercedes-Benz. Mercedes-Benz launches an unusual and innovative campaign of digital communication for the new A-Class. Instead of the usual camouflage patterns seen so far, prototypes of the new A-Class used in Germany will be plastered all over with QR codes by the end of February. Whether on streets or in pictures, in the media or on the internet, car passionates can scan the codes and win an exclusive trip for two to the world premiere of the new A-Class in early March at Geneva. From the first week of next month, the free app "The A-Class QR-Trophy" for smartphones will be available for download from the Apple App Store and Android Market. A special webpage dedicated to this game is already available at http://qr-trophy.mercedes-benz.com/ (available in German only, at the moment). Mercedes-Benz' marketing/PR agency Jung von Matt / Alster directed the idea and the implementation of this special contest.
Scanning the QR code on a prototype - regardless of whether on the street, in the media or photos on Facebook, Twitter etc. - automatically creates a URL to access the mobile app. By registrating with the app you have the opportunity to participate in the competition. Various, so-called "badges" (character recognition) are hidden behind the QR codes and thus can be collected within the app.
Altogether there are four different badges. Three of them are turned over to scan the QR code, the fourth will be activated via sharing on social media platforms, and thus requires no QR code. Even with a badge, users can participate in the contest. Each one is valuable and further increases the chance of winning, as the user takes part with any of the four badges in the game.
