June 23, 2009: Mercedes-Benz USA will use a sports-based media platform to roll out a campaign to support its 2010 Mercedes-Benz E-Class Sedan, which hits dealers this week. The effort, "Everything We Know, Everything We Are: This is Mercedes-Benz," is being called the "biggest marketing launch in recent years" by the automaker to unveil the ninth generation of its iconic sedan. The campaign is anchored by broadcast and print from Merkley+Partners, New York; and digital initiatives via Razorfish, Seattle.
TV includes placement during MLB and PGA events and then during NFL games in September and October. Print includes lifestyle, sports and travel publications such as Architectural Digest, Bon Appetit, Conde Nast Traveler, Golf Digest, Gourmet, New Yorker, Tennis and Wired. Three TV ads take viewers from the car company's past to the present and into the future, all driven by the 2010 Mercedes-Benz E-Class: "What It's Made Of," "Ignite" and "Museum Trip" in which the new car literally crashes into a museum housing previous generations "taking rightful place in a long line of amazing performance machines."
Online features 3-D custom home page takeovers of the New York Times, Reuters, Washington Post and Wall Street Journal; as well as http://www.youtube.com/mbusa. "In a tough market, the strength of the Mercedes-Benz brand - rooted in timeless design, craftsmanship and innovation - has enabled us to outperform both the market and the luxury segment," Stephen Cannon, vp-marketing for MBUSA, said in a statement. "We're excited for a big launch of the ninth generation E-Class - the heart and soul of our brand." Back to Home Page