Mercedes-Benz Promo, Case study WOW A CLASS CAMPAIGN by MEC Warsaw

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WOW A CLASS CAMPAIGN

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Industry Cars
Media Promo & PR, Case study
Market Poland
Agency MEC Warsaw
Released April 2013

Credits & Description

Advertiser: MERCEDES-BENZ
Agency: MEC
Category: Cars & Automotive Services
Advertising campaign: WOW A CLASS CAMPAIGN
Group Account Director: Miroslaw Smolewski

Effectiveness
All Mercedes A Class cars were sold out (sales plan for 2012).Huge social buzz: at least 30 portals picked up the story and giving us almost valued 50,000 euro PR coverage You Tube hits over 450,000.64% increase of Google enquiries during campaign.

Strategy
The Mercedes-Benz A Class launch had been long-overdue and Mercedes needed a real kick in this segment. There were a lof of rumors before: about its beauty, being equipped with all the latest electronic extras. The “expected” WOW effect became the idea of communication: whenever you saw an A Class you would automatically say WOW!But how to make really BIG WOW in today’s world where all brands tend to be WOW brands?Our target group were well off modern generation perceiving the world through “tech glasses” and the goal was to keep their attention with A Class WOW as long as possible to the ultimate WOW experience – test driveInsight: if you want to be reliable with tech product you need to place the brand smoothly on target audience radar – multicultural environment and be surprise full – maybe they will “touch” you.

Execution
Paid: TV with Shazam, Print with Aurasma, Print with QR codes, Ipads ad, Display on-line giving possibilities of counting WOWs after click; stature OOH Owned: www.mercedes-benz.pl and Facebook fan page, Shazam App – after scanning the user could get information about the A Class, apply for a test drive; Aurasma responsible bringing the print layout alive; A “text clouds” in shopping malls (comic text clouds hanging over parked cars expressing: “I wish I was an A Class”); contest on a mobile app.Earned: big buzz across media, media picked up modern campaign topic.