Mercedes Benz has launched its new B-Class with an integrated campaign breaking on Friday 15 July, in the 19h45 break midway through Coronation Street on ITV.
The B-Class is being presented as a multi-activity vehicle, and the campaign illustrates the function for which this car was designed, to make the objective of a diverse range of journeys more easily achieved and more satisfyingly fulfilled.
All journeys are about getting from A to B, the B of which stands for a journey’s end or a task completed. The campaign thought is encapsulated in the endline, All Roads Lead to B. This concept also dovetails into the media plan which sees a different ad every day. The result is we see the car in a huge variety of situations, some practical and everyday, some more special, even glamorous.
The TV and print activity, created for Mercedes Benz by Campbell Doyle Dye (CDD) will be supported by online, direct marketing and point of sale materials.
Nick Ratcliffe, Marketing Director Mercedes Benz Passenger Cars said: "The B-Class brings premium car benefits to the compact MPV sector for the first time, so consumers no longer have to make a choice between refinement and practicality. The new campaign brings the car’s benefits to life in an innovative manner that truly reflects the Mercedes Benz brand."
As creative partner at CDD, Walter Campbell added: "We shot dozens of different ads at 38 locations across Britain over two weeks, so we have a different ad on each and every day of the campaign." Each commercial shows the car at a different destination, which is signified on screen by a semi-translucent, floating ‘B’.
Campbell continued: "The cumulative effect is that you get a sense of the car’s potential. One day you’ll see the car arrive at an exclusive countryside hotel, the next you’ll see it picking up balloons for a child’s birthday. It’s about showing the breadth and depth of the car’s versatility. Hopefully, after seeing a few, you’ll become intrigued as to where the ‘B’ will pop-up next."
CHJM’s below-the-line work sees the B motif rendered in giant form in retailers’ showrooms. A mailing due to go to interested prospects in September uses a design taken from a map of Britain which is closely linked to the destinations appearing on TV.
The B-Class web-page, designed and built by Syzygy, will feature the TV ad showing that day, as well as acting as a compendium of all the executions that have already aired. The TV executions can also be viewed via online banners, whose copy will link the narrative of the ads to specific attributes of the car.
Caspar Thykier, Managing Director at Campbell Doyle Dye, remarked: "An idea is only as good as its execution. The B-Class is another example of where a truly collaborative integrated approach off one big idea makes your marketing spend work harder."
The ads were written and art-directed by Walter Campbell and directed by Ivan Bird through Serious Pictures. Editing was done at The Den by Billy Mead. Post-production is by The Mill. Media planning and buying is by BJK&E.
B-Class goes on sale in the UK in September, with prices starting from just £16,995 on the road.Published 14 July 2005