Mercedes-Benz C/GLA Product Launch Integrated Campaign
A majority of the Print and Broadcast development came from Merkley + Partners. Our team is tasked with photo retouching the vehicles to make them component correct for the United States market and running digital support which includes microsites, eLearning courses for dealers, outdoor and events.
The most visible components of this campaign were the CLA ‘Soul’ Superbowl Commercial, the CLA ‘Barrier Buster’ spot and the S-Class ‘Four Words / Best or Nothing’ TV spots created by Merkley + Partners.
Our team creates and maintains social media content to support TV spots, product launches, live events and other Mercedes-Benz marketing communications.
We develop interactive eLearning courses to educate dealers about new features of the vehicles prior to product launch. In order to keep users interested in the content, the courses were built on a custom gaming engine that allows players to share their scores and compete against one another. Players with the highest scores are showcased within the eLearning portal, on the microsite and at the event itself. The winners received Mercedes-Benz merchandise along with bragging rights at C/GLA LIVE.
We developed and maintain a microsite to support the C/GLA Product Launch and Live Event. The site features pictures, videos, product information and resource materials about the new vehicles. It also enables users to take a virtual tour of C/GLA LIVE. We built the site to be responsive to allow attendees to quickly and easily view live program information intended just for them during the event.
Mercedes-Benz partners with many organizations to create special executive fleet incentive programs for employees. Partners include McDonalds, Apple, Microsoft, Walt Disney and many more. Our team creates all of the collateral material to introduce organizations to the program, show them the model line-up, and provide them the details on how to participate. We also created special digital versions of all the material to allow each organization to customize their versions if they wish to.
We support live events by designing trade show booths, sets and signage. All images, artwork and compositions are created for use across all mediums including print, digital and large format / outdoor events.
In order to track the success of the campaign, we used Google Analytics for websites and landing page statistics and HootSuite for monitoring all social media activity. We also have the registration listing of the people who attended the live event.