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Agency DM Interface
Mercedes-Benz unveiled their New Generation Compact Car A-Class at the Geneva Motor Show in 2012. It offers to the market a radical design change with an elegant but yet sporty design.
Mercedes-Benz wanted this design to go with a new target market – Generation Y – and therefore a new marketing approach was needed.
Mercedes-Benz and DM Interface working in close cooperation decided to focus their marketing efforts on generating footfall to events such as shows and test drives. It was a high order. The goals were outlined as:
A strong synergy triangle was needed – Mercedes-Benz, DM Interface and Selligent.
Mercedes-Benz had high hopes for their A-Class campaign. 570 test drives were reserved and there was an open rate of 67% of emails. 27% of subscriptions came from Social Media. Overall, the campaign generated a show rate of 67% to the events organized.
The overall effect for Mercedes-Benz brand was positive. Targeting through Selligent exceeded initial objectives and created excitement across social media channels.
The contact details collected on the A-Class will be used in the future for other Mercedes products.