New Mercedes B-Class (2012) launch campaign starts
Mercedes is now in launch mode with the new B-Class, so we get B-Class ‘The Advert’ and new photos along with a more ‘Human’ take on the new B-Class.
Officially, the 2012 Mercedes B-Class arrived at the Frankfurt Motor Show back in September. Which meant we got plenty of detail and lots of photos.
The details, as you would expect from Mercedes, were pretty comprehensive and the photos were certainly plentiful – more than 100 of them – if a little ‘cold’.
But they did their job; we got to see the new B-Class in a variety of colours and specs and all the detail you could want. But detail doesn’t necessarily sell cars. But emotions do.
So now we get the warm fluffy side of the new B-Class from Mercedes. The photos this time are full of people and places; lots of smiles and warmth.
We also get the first of a series of adverts designed to make the B-Class appeal to the caring, sharing family. Instead of focusing on the engineering integrity of the new B-Class with its efficient engines, much better interior and good use of space, we get kids and ice creams and safety.
Using the campaign tag “The most common accident in the B-Class: making a mess”, we get a light-hearted demonstration of the radar-based Collision Prevention Assist system on the B-Class (the only car in its segment to feature such a system) which aims to prevent you rear-ending the car in front when distracted.
To emphasise the focus of the new B-Class ad campaign, Anders Sundt Jensen – Head of Brand Communications for Mercedes-Benz – said:
The B-Class sets a new benchmark in its class for safety, spaciousness, comfort and efficiency, making it the ideal car for young families.
And this is what led us to develop a campaign that is specifically tailored to the everyday lives and experiences of this target group.
So enjoy the caring, sharing and safe photos and advert for the new B-Class below.
2012 Mercedes B-Class Campaign Launch Photo Gallery
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(38 photos – click any thumbnail for full gallery)
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