| In the news: Mercedes-Benz--- the German brand | | | | The BBDO France is the one that is tasked to |
| of automobiles, trucks, buses, coaches and auto | | | | develop the integrated campaign for the new |
| parts such as the Mercedes brake dust shields -- | | | | Mercedes-Benz C-Class. BBDO makes sure that |
| is starting a comprehensive integrated marketing | | | | they have considered all aspect of the would-be |
| campaign to promote the new Mercedes-Benz | | | | market of the Mercedes C-Class which includes |
| C-Class which will be made available in the market | | | | domestic and international markets. The new lead |
| on March 31, 2007. The whole marketing | | | | agency Jung von Matt is leading the campaign for |
| campaign will use the slogan "C-for Yourself" | | | | Mercedes-Benz in Germany using the slogan |
| which will be communicated through several | | | | “C-for Yourself”. |
| channels to support the sales launch of the | | | | The Mercedes-Benz C-Class campaign will rev up |
| highest volume model series of Mercedes-Benz. | | | | on April 2, 2007 with the launching of its |
| The main objective of the campaign is not only to | | | | advertisements on magazines and newspapers |
| promote but more of convince customers around | | | | with high circulations. And just like most of the |
| the world of the various advantages that can be | | | | other communication tools, the print ads will invite |
| derived out from the versatile product concept | | | | customers to test drive a white Mercedes-Benz |
| behind the new Mercedes-Benz C-Class sedan | | | | C-Class Avantgarde model that is equipped with |
| which includes outstanding comfort, agility and | | | | the AMG sports package. Likewise, a 30 to 40 |
| safety and its two-distinct front-end designs. | | | | second television commercial will be broadcasted |
| Dr. Olaf Gottgens, Vice President Brand | | | | on all public and commercial stations throughout |
| Communications Mercedes-Benz Passenger Cars, | | | | Germany and will feature the current Formula 1 |
| said, “Our objective for this campaign is to | | | | world champion race car driver Fernando Alonso |
| motivate customers to experience for | | | | who will describe the remarkable handling qualities |
| themselves the superior driving culture offered by | | | | of the new C-Class. The ending of the commercial |
| the new Mercedes-Benz C-Class. All | | | | was made rather symbolic when Alonso driver of |
| communication measures for the C-Class are | | | | the Vodafone McLaren Mercedes Formula 1 team |
| therefore geared toward direct contact with our | | | | hands over the keys to a new C-Class to the |
| customers and potential buyers. Along with our | | | | audience inviting them to test drive the vehicle |
| tried advertising methods, we will also be focusing | | | | and to see for themselves what the sedan has to |
| strongly on various forms of direct | | | | offer. The gesture of handing over the keys is |
| communication for the C-Class, to be | | | | repeated in the rest of the campaign ads as a |
| implemented at exclusive driving events. These | | | | motivating element. |
| measures will be accompanied by a C-Class Mobile | | | | For the German market, the primary |
| marketing Special, a presentation within Second | | | | Mercedes-Benz C-class campaign will be backed up |
| Life and Interactive films on the internet --- | | | | by extensive retail marketing measures, outdoor |
| innovative platforms that will enable us to reach | | | | ads, radio commercials and stadium advertising |
| existing and potential customers of our brand in a | | | | during the soccer matches of the German national |
| targeted manner.” | | | | team. |