“The C-Klasse Coupe campaign does a wonderful job of reflecting the identity of the vehicle – agility and design,” said Anders Sundt Jensen, Vice President Brand Communications Mercedes Benz Cars. “In addition to current Mercedes-Benz drivers, with the C-Coupe we are particularly aiming for a new, younger target group, hence the modern campaign approach.”
For the very first time, all moving picture content for online and traditional media have been shot in one comprehensive film production, ensuring that all images – from web specials to pre-rolls and banner ads to cinema ads and product films – have a standardized appearance.
The project is one of the most elaborate moving picture projects the company has ever undertaken, with filming locations in South Africa, Malaysia and Singapore.
At the heart of the campaign is the interactive web video “Drive & Seek” that can be accessed at the following link. Aside from four short films, there are also a number of online activities like banner ads on auto-motor-sport.de, apps for the iPhone and the iPad, and other social media activities associated with the launch and directly related to the web thriller.
In addition, traditional print ads have been launched, with three different ad images showing the vehicle with a high-gloss finish in palladium silver on a disused air field in Jerez de la Fontera, Spain, where parts of the web thriller were also shot. They feature messages such as “More style per hour, “Awe. Inspiring” or “Adrenaline accelerator included”.
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