DaimlerChrysler AG’s Mercedes-Benz luxury division is commencing a brand new integrated marketing campaign for the company’s all-new Mercedes-Benz C-Class entry-level luxury sedan. The new Mercedes-Benz C-Class will roll out in market using the “C-for Yourself” slogan. Moreover, Mercedes will also conduct other marketing campaigns to promote and support the sales of the C-Class including digital media, TV spots, print ads, and other communication activities. Mercedes will also expand the promotion of the C-Class by including a Virtual Mercedes-Benz C-Class model in the Second Life online virtual world.

“Our objective for this campaign is to motivate customers to experience for themselves the superior driving culture offered by the new Mercedes-Benz C-Class.” explains Dr. Olaf Göttgens, Vice President of Brand Communications for Mercedes-Benz Passenger Cars.

“All communication measures for the C-Class are therefore geared toward direct contact with our customers and potential buyers. Along with our tried advertising methods, we will also be focusing strongly on various forms of direct communication for the C-Class, to be implemented at exclusive driving events. These measures will be accompanied by a C-Class Mobile Marketing Special, a presentation within Second Life and interactive films on the Internet — innovative platforms that will enable us to reach existing and potential customers of our brand in a targeted manner.”

The new Mercedes-Benz C-Class marketing campaign is not exclusive for the German market. Mercedes Car Group is refining the “C-for Yourself” campaign to make it adapt in the requirements of the international market. Early this April, Mercedes will start launching the advertisement campaigns in high circulation publications such as magazines and newspapers. Mercedes will also target cable channels and TV stations throughout Germany by creating 30- or 40-second TV commercial featuring Vodafone McLaren Mercedes F1 driver and current Formula 1 world champion Fernando Alonso. Read the rest of this entry »