Mercedes-Benz are launching an advert campaign for the new Mercedes A Class that features just an image and the hashtag – #NewGeneration.
Traditional advertising dictates that you need to get your brand front and centre and end with strapline that states what’s on offer. But Mercedes are going a different route with the New A Class.
Aiming at a new generation of Mercedes buyers, MB are focusing their attention on social media to get the message across that the new A Class is young and funky and appealing rather than a pretend Mercedes for your granny.
So they’re running an ad campaign that features just an image of the new A Class and a hashtag – #New Generation – to get social media followers rushing to Twitter to discover more. But it doesn’t stop there.
The TV advert is the first by a car maker to make use of the Aurasma app to get extra content on your Smartphone, not just from the TV advert but across ‘key motoring, fleet and national lifestyle publications and point of sale adverts’. Mercedes are certainly aiming to cover the new media bases.
That will also include a homepage takeover of Spotify to get users to choose the song they’d use for the new A Class advert and Tweet it to win free Spotify Premium Membership (we’re not sure Mercedes are actually prepared for some of the likely suggestions).
MB’s Marketing Director, David George, said:
The A-Class is a real game-changer for the brand. The Pure and Simple campaign is designed to raise awareness of the new generation for Mercedes-Benz and is the beginning of a major launch for this exciting new vehicle.
Which all makes perfect sense. Except we’re not that sure the people Mercedes are aiming at with the adverts are all that fussed about cars in general.
2012 Mercedes A Class Photos
(44 photos – click any thumbnail for full gallery)
New Mercedes A Class #NewGeneration Advert