by Adrian-Liviu Dorofte

World premiere at Geneva 2012: Digital communication offensive for the new A-Class

Following on from the unusual "A-Class QR Trophy" campaign, Mercedes-Benz is now kicking off the second phase of the digital communication offensive for the new A-Class. To tie in with the world premiere in Geneva on 5 March 2012, the Stuttgart-based automobile brand is launching a central, interactive online platform which will pool all communications activities worldwide for the new A-Class. In the launch phase the online hub is offering a special at which not only enables users to discover the highlights of the new compact model in interactive mode but will also showcase the appearance at the motor show live. The online platform is also optimised for smartphones and tablets.

"Apart from chiming in with the needs and expectations of younger target groups, the digital offensive for the new A-Class is a demonstration of Mercedes-Benz's sustained commitment to providing the user with innovative multimedia experiences on any device of their choice, in keeping with our brand claim, 'The best or nothing', says Anders Sundt Jensen, Vice President Brand Communications Mercedes-Benz Cars.

Apart from following the press conference at the world premiere in Geneva from home via a live stream, during the appearance at the fair from 9 to 14 March users will also be able to view the new A-Class from different perspectives by interactive means and to share their first impressions with friends and visitors to the motor show. Their comments will be posted directly on an LED screen at the exhibition stand and on the internet platform. Up to five cameras will broadcast live images of the new Mercedes compact model non-stop via the internet. On tablet PCs, visitors to the motor show who obstruct the view of the A-Class can simply be "wiped away" via a so-called “private mode” function.

So-called "A Guides", presenters on the booth, will broaden the scope of visual functions available to online visitors. With iPads which incorporate an integrated camera they will offer individual close-ups of the new A Class's exterior or interior and enter into dialogue with internet users. The visitors at the exhibition stand will be interviewed by the "A Guides" and their statements will be posted on the internet. A camera crew will accompany the "A Guide" team, also streaming live on

The international online platform is the core element of the launch campaign and will successively incorporate additional information and campaigns up to the market launch of the new A-Class in September 2012. Parallel to the Geneva launch users can also experience the product highlights and equipment of the new A-class in a new manner.

Jung von Matt/Alster and Jung von Matt/next are responsible for developing and implementing the international market launch campaign, including the digital measures. Scholz & Volkmer is attending to digital realisation of the live coverage from the exhibition stand.

Credits: Daimler AG

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