‘The shape of things to come’ is the message that Mercedes Benz got BBDO/Proximity to share through an online campaign targeting the young married couples and families in Singapore. It was to introduce to them the brand’s new B-Class cars. The call was to help the consumers look into their future and get the car that fit in with their vision.
“As the leading innovative automotive brand, we consistently gear ourselves to provide our customers with exciting experiences via various engaging platforms and on-ground opportunities,” said Wolfgang Huppenbauer, president and CEO of Mercedes-Benz Singapore.
As a teaser to the car’s release, the campaign began on 6th July with the ‘Future You Awards’, an online engagement platform on Facebook, actively involving users by asking them to vote for either themselves or friends in categories such as a Future Eco Warrior, Future Visionary or Future Super Parent, in the run up to the launch event on 28th July.
“The launch of the new Mercedes-Benz B-Class focuses on fuelling the imagination for future expectations as well as giving an opportunity to experience the compact sports tourer’s dynamic features firsthand. The new design of the B-Class not only reflects a sportier stance, but also reveals the technological advancements which make it substantially more agile and efficient – aimed to inspire a new and younger set of Mercedes-Benz loyalists,” added Huppenbauer.
At the launch, not only was the car revealed, but activities demonstrated the B-Class’s key characteristics and product features, with highlights including demonstrations of Collision Prevention Assist and Active Parking Assist by chief instructor of Mercedes-Benz Driving Academy, Peter Hackett.
David Tay, business director at BBDO/Proximity Singapore commented, “We are pleased to have played an integral role in the launch of the new Mercedes-Benz B-Class. Spanning an extensive through-the-line campaign which includes online plus an on-ground activation and engagement platform, the public can enjoy a hands-on experience with the car.”
Post launch the campaign used the Facebook app, to post event highlights to amplify the brand message. Following the launch, the campaign will continue until November, showcasing the core features of the new B-Class, targeting those young families and married couples on the cusp of a new and exciting life stage. “Working together with our partners, MEC, Vocanic and Summer Productions, we aim to elevate the brand to greater heights and inspire a new generation of drivers for the shape of things to come,” added Tay. The campaign will demonstrate how the Mercedes-Benz B-Class is shaped for their future, not just in terms of a progressive design, but also with regards to the car’s spaciousness – catering to all their needs and the safety innovations that will protect their families from the potential hazards that lie ahead.