Mercedes-Benz A-Class launch campaign





Agency DM Interface


The Netherlands

The Customer

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.

The Challenge

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:

  • maintain interest of the target market over a number of months
  • generate a 60% open rate for a campaign newsletter
  • 50% enrollment rate for test drives with 500 confirmed

A strong synergy triangle was needed – Mercedes-Benz, DM Interface and Selligent.