Marketing & Media trends
Lobedu Leo Burnett take the new C-Class for a spin
Executive Creative Director, Vanessa Pearson elected to depict how the appeal of the marque has broadened to include a young, sexy and trendy sector who are buying the brand. The younger owners are very protective about their C-Class allowing some unusual and creative ideas to convey, succinctly, the message: "Find a way to drive one", is a call to action in the television spots.
Entertaining 45 second television advertisements show a squash partner giving his Mercedes-Benz new generation C-Class owning opponent an on court injury to disable him from driving, and another shows an attractive young woman deliberately damaging her lover's hand in a romantic interlude, with both envious non C-Class drivers going to extremes to drive a C-Class – even if it means driving a best friend or lover to the nearest hospital.
The clever and amusing print adverts show Mercedes-Benz ignition keys hidden to thwart would-be borrowers in the most obscure places, such as atop a ceiling fan, behind a light panel, and inside an opaque vase. The payoff: "There can only be one driver", tells it all.
Diane Mark, Marketing Communications Manager, Mercedes-Benz Passenger Cars, says, "The campaign makes the brand more accessible through gentle humour that raises interest, yet retains the Mercedes-Benz character."
Adds Zeona Motshabi, Managing Director, Lobedu Leo Burnett, "We love the brand, and its appeal to the younger market gives Lobedu Leo Burnett an opportunity to present the Mercedes-Benz new generation C-Class in a novel manner".
Owlhurst Communications on behalf of Lobedu Leo Burnett