Market launch campaign for the new Mercedes-Benz B-Class: "For the best of what's coming up"

Market launch campaign for the new Mercedes-Benz B-Class: "For the best of what's coming up"
18.
November 2014
Stuttgart
For the market launch of the new B-Class, Mercedes-Benz is launching a broad-based campaign combining joie de vivre with intelligent foresight. Under the claim "For the best of what's coming up" the new sports tourer, which is now also available for the first time with a battery-powered drive, is positioned as an emotional lifestyle vehicle for young families – in the heart of a modern-day major city. The key message is: The B-Class is the perfect means of transport for enjoying an active lifestyle – with maximum safety, the very best infotainment and the option of local emission-free driving. The campaign centres on print advertisements, a humorous TV spot with Matthias Schweighöfer and the new OneRepublic song, "I lived", plus comprehensive online measures.
Stuttgart – "The campaign homes in on what our new B-Class stands for: the ideal fusion of functionality, comfort, safety and sustainability. And all this with a high degree of sportiness and driving dynamics," notes Dr Jens Thiemer, Head of Marketing Communication at Mercedes-Benz Passenger Cars. "At the end of 2011 the B-Class successfully heralded in the new age of the compact classes at Mercedes-Benz, since then it has achieved sales of over 380,000. Today, three years later, a new-look B-Class hits the stage in top shape and is also available as an Electric Drive version for local emission-free driving. As such, the new B-Class offers everything that makes a car particularly valuable for young, active people and families. Put simply, it stands for 'The best of what's coming up'‘."
TV spot and print advertisements
The TV spot with actor Matthias Schweighöfer adopts a humorous take on the ideal family-friendliness of the new B-Class (). "For me as a father, the B-Class is simply ideal. It's roomy, practical and above all safe. But at the same time it's powerful, sporty, chic – and doesn't leave you looking 'old' and 'staid', like a typical family car," says Schweighöfer. This is the focus of the spot: Matthias looks from the front passenger seat across to the rear bench seat and asks his girlfriend, played by Sara Emilia Bernat, what she thinks about having a child. To background music in the form of the new OneRepublic Song "I lived", she relives numerous situations in her mind's eye in which her boyfriend has behaved in anything but an adult manner. Finally she replies: "I already have one." The spot will be broadcast from 19 November 2014 as a 30- and 45-second version.
Video

The focus of the print advertisements featuring six motifs which will appear from 12 November 2014 is on the combination of exemplary safety, high driving dynamics and state-of-the-art infotainment with 3D navigation and local emission-free driving with the B-Class Electric Drive. All the motifs showcase the B-Class in cool and confident style in an urban setting – where the life is.
The campaign was developed by the creative agency Jung von Matt/Alster. The TV spot was produced by CZAR Film. The photographer for the print advertisements was Emir Haveric.

Press Contact

Media

Back
  • 14C1395_01
    B-Class Campaign 2014 (german version)
  • 14C1395_02
    B-Class Campaign 2014 (german version)
  • 14C1395_03
    B-Class Campaign 2014 (german version)
  • 14C1395_04
    B-Class Campaign 2014 (german version)
  • 14C1395_06
    B-Class Campaign 2014
  • 14C1395_08
    B-Class Campaign 2014
  • 14C1395_05
    B-Class Campaign 2014
  • 14C1395_07
    B-Class Campaign 2014
Loading