Mercedes Benz/ C-Class Station Wagon Launch Campaign*

7 12 2007


A few months back I posted an entry on the Mercedes Benz C-Class launch campaign . Mercedes is now following up this campaign with the launch of the C-Class Estate. Since Mid November Mercedes Benz have launched the coinciding launch campaign themed “Agility in Grand Style”.

Centerpiece of the campaign is the “The Opera – Race against the wind” TV ad.

TV Ad & Making of

Similar to the C-Class Sedan launch, Mercedes-Benz is activating the whole communications tool box including a totally revised online approach.

If you read through the press release about the campaign you will notice two interesting channels in the comms. mix.

The first one is uilding on a as it seems already succesfull sedan test drive program. Mercedes will go out and give customers the opportunity to test the vehicle. Not only in Germany but also had well known vacation spots. Here is the excerpt from the release:

“…There will be two types of driving events. The first will have Mercedes-Benz addressing existing and potential customers in various vacation regions, while the second type will feature presentations at selected upscale shopping centers and malls, highlighting the new station wagon’s attractive features, such as its spacious cargo area.

Between December 2007 and April 2008, vacationers at selected Robinson Club resorts will be able to enjoy an entirely new driving experience, for example, while guests at various vacation resorts in Fuerteventura and Turkey will be offered opportunities to drive the new C-Class station wagon in a relaxed atmosphere.

All driving presentation participants can look forward to enjoying the comfort, spaciousness, and agility of the new station wagon as they drive it along exciting routes in the regions where they are vacationing. Because the new Mercedes-Benz station wagon offers superior driving performance in ice and snow as well, the driving events will not be limited to warm, sunny vacation regions but will also take place in winter sport vacation spots such as Serfaus, Fiss Ladis, and Amadé (Austria).

Mercedes-Benz will also light up the holiday season in December 2007 and January 2008 with opportunities for spontaneous test drives for the public, which will be held at a number of upscale shopping centers and malls in Germany…”

The other communication tool is “


The release says that: … “Loaded Film Entertainment (FLOADED)” is the new innovative advertising platform from teamWorx/UFA and Gruner + Jahr. The site shows short, high-quality brand-placement films and offers interactive features….” has also been offering an initial look at the new C-Class station wagon since mid-September. The Mercedes model and the SLR McLaren Roadster are two of the main “characters” in a short film titled “The Illusive”.

The Illusive – Trailer

Interestingly the film brings together a set of different brands from Mercedes Benz, to Canon and Gravis (the German distributor of Apple Hard & Software).

The concept of Floaded is, that you can click into the film while it is running and get interactive information about the product’s displayed. You can take the next step by accessing the respective brands website which then again features more clips derived from the original film and behind the scenes material.

Read more on here (only in German)

The C-Class Station Wagon/T-Model is one of Mercedes’ key sales drivers, therefore it’s not unexpected that they would put a lot of money behind it’s launch. Still I am a bit uncertain how it all creatively fits together??

It’s going to be interesting to see if FLOADED will evolve.

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