Arvid Boström
Media Director at Jung von Matt/Alster
Hamburg, Germany
TitleVenice
Agency
Campaign Venice/C-Class Coupé
Advertiser Daimler AG
Brand Mercedes-Benz
Product C-Class Coupé
Tagline The best or nothing.
Story

SUMMARY:

The C-Class Coupé was a completely new model type and introduced a new coupé era for Mercedes-Benz. The most important communications objective was, therefore, to raise awareness of the new model type in the broad public domain and to enhance the brand image dimension “refined sportiness”.

By focusing on sporty design and driving experience, the new Coupé could free itself from the rather traditional image of the C-Class Sedan and attract the attention of those who are actually interested in the Audi A4, Audi A5 or BMW 3 Series.

Objectives included achieving significant recognition and motivation scores in the new customer target group, brand rejuvenation and a more youthful, trend-setting and spontaneous image for Mercedes-Benz drivers.

The key insight was that passion is what matters to the target group when it comes to cars, not practicalities. This message was conveyed using a small but appealing cliché: men and women have different desires in many areas of life, especially in their different expectations of a holiday. While the woman dreams mostly about the many possible destinations, the only thing that matters for the man is how to get there.

The campaign was a resounding success and set new benchmarks across Europe. In all three tested markets, Mercedes-Benz drivers are now perceived as considerably younger, more spontaneous and more trend-setting. At a more general level, the brand value of ‘sportiness’ improved by 25% and 70% in France and Germany, respectively, setting new records in those markets.

The sales figures reflect these successes. Within the first six months after market launch, sales of the C-Class Coupé had overtaken the launch figures of its predecessor, the CLC, by 17%. Moreover, in the three markets measured, sales in the month after the end of the campaign had risen by up to 43%.

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