"Welcome Home" with Mercedes E-Class Marketing Campaign

If there's a car in this world that makes you feel like home, that's the Mercedes E-Class... or at least this is what the marketing campaign for this model promises us.

Wearing the slogan "Welcome home. The new E-Class," the campaign is meant to promote the 2010 Mercedes E-Class. Although the form of the message will differ in different ads varying from "Arrive as though you've never been away" and "The new Efficiency-Class: 204 hp, from 5.3 litres/100 km," the theme of the campaign remains the same: drivers should feel as safe and comfortable as home in the new Mercedes E-Class.

"The communicative focus is on design, safety and comfort of the new E-Class. These are addressed by the claim ‘ Welcome home’, which communicates this feeling across all channels.  The highest standards with respect to design, safety, comfort and efficiency are aspects that have high importance all over the world. This enables us to use the campaign in more than 100 countries, ensuring that the new model will be uniformly positioned and communicated," says Anders Sundt Jensen, Vice President Brand Communications Mercedes-Benz Cars.

The advertising campaign includes all communication channels: print ads, TV spot, exclusive customer events, interactive marketing activities and an Internet and Mobile Special. The last one offers to mobile users the possibility to access information and entertainment about the new E-Class on their cells. This includes a mobile configurator with which the user can configure the personal car according to his/her own will and exclusive downloads. All these features are available on www.e-class.mobi and starting with this month, the Mobile Special contains a "Wine-and-Dine Guide", which recommends exclusive hotels and restaurants throughout Germany.

What's more, the current campaign " Welcome home " includes a special exhibition at the Mercedes-Benz Museum. The exhibition is meant to "tell" the successful story of the E-Class. Besides the historic vehicles, personal anecdotes and exhibits, visitors to the Museum will be allowed to experience the new E-Class live.

As for the TV spot, it highlights the fact that the E-Class BlueEFFICIENCY makes the car the most environmentally friendly E-Class of all time. So, enjoy it while it lasts!