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 S/CLA LIVE.
To coincide with the S/CLA Live Event, we were tasked with creating a microsite to house all the new and upcoming information for users to find out more about the new S-Class and CLA vehicles. The website contains all videos, events photos, product information and more. 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.
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. The Event included large screen kiosks that allowed participants to login to the eLearning portal and compete against other users. All the scores and other user generated content was shareable on most social media outlets.
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.