Mercedes its still a car, campaign
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Transcript of Mercedes its still a car, campaign
KARL BENZ GOTTLIEB DAIMLER BENZ PATENT MOTORWAGEN
DAIMLER-MOTOREN-GESELLSCHAFT
DAIMLER AG
SUBSIDIARIES AND ALLIANCES
Maybach (1997-2013)
Mercedes-AMG (1999)
Mercedes-Benz McLaren (2003-2009)
OTHER SEGMENTS
TRUCKS
BUSES
VANS
Limousines
HEADQUARTERED IN STUTTGART, BADEN-WÜRTTEMBERG, GERMANY
"GERMAN BIG 3" LUXURY AUTOMAKERS
SLOGAN IS "DAS BESTE ODER NICHTS"
MEANS "THE BEST OR NOTHING"
KEY PEOPLE : CHAIRMAIN DIETER ZETSCHE
TOP MODEL’S
Mercedes-Benz
MERCEDES BENZ
FUTURE CAR’S
FRANKFURT MOTOR SHOW
GRAND TOURER
UPS: gull-wing doors
ENGINE : 6.2 L V8, DOHC, 6,208 cc
TRANSMISSION : 7-speed dual-clutch automatic
PRICE : £180,485, INR 2.54 - 2.94 crore
"IS IT STILL A CAR?": CAMPAIGN
MERCEDES-BENZ SLS AMG
UNVEILED AT THE 2009 FRANKFURT MOTOR SHOW & INTERNATIONAL MOTOR SHOW (IAA)
MARKET INTRODUCTION WAS STARTED IN THE FIRST QUARTER OF 2010.
A COMPLETELY NEW DRIVING SENSATION WAS HIGHLITHED BY INTEGRATED MARKETING
CAMPAIGN
THE MARKETING MIX COMPRISES ALL POSSIBLE COMMUNICATION CHANNELS
ONLINE ACTIVITIES WAS IN PARTICULAR PLAYING A KEY ROLE
INTEGRATED MARKETING COMMUNICATION
INITIATED FROM FEBRUARY 2010
DEPICTS A RED MERCEDES-BENZ SLS AMG STRIKING A POWERFUL POSE ON GREY ASPHALT AGAINST A BLACK
BACKDROP.
SUPPORTED BY A BRIEF, MEANINGFUL MESSAGE :-
"OH LORD …" OR "A COCKPIT. AN ENGINE. TWO WINGS. IS IT STILL A CAR?“
THE ADVERTS WILL APPEAR IN DAILY NEWSPAPERS AND MAGAZINES.
TV SPOT
DEBUT APPEARANCE ON 30 JANUARY 2010 ON ALL MAJOR TELEVISION CHANNELS WITH A 60-SECOND ROADBLOCK
THE TV ADVERT WITH MICHAEL SCHUMACHER, MERCEDES GP PETRONAS DRIVER TELLS THE STORY OF AN
UNUSUAL EXPERIMENT
IT WAS CONTINUE TO RUN AS A 45-SECOND SPOT UNTIL THE END OF MARCH.
ONLINE DETAILS ON WEBSPECIAL AT WWW.MERCEDES-BENZ.COM/SLS-AMG
THREE EDITIONS OF AN ONLINE MAGAZINE WILL PROVIDE EXTENSIVE INFORMATION ON THE PERFORMANCE
LAUNCHED A REPORTER BLOG AT WWW.SLS-AMG-REPORTER.DE, WHERE CAR ENTHUSIAST MATTHEW K. IS POSTING
REPORTS, PICTURES AND VIDEO CLIPS OF HIS TRAVELS
ACTIVE ON TWITTER ( HTTP://TWITTER.COM/SLSAMG )
FACEBOOK,
OFFICIAL FAN PAGE ON FACEBOOK SOCIAL MEDIA COMMUNITY AT WWW.FACEBOOK.COM/MERCEDESBENZ .
NEW IPHONE APPLICATION CALLED "SLS AMG"
DESIGNED TO GIVE PLAYERS A TASTE OF THE NEW SUPER SPORTS CAR VIA
360° GAMEPLAY
FEATURING THE IPHONE'S INNOVATIVE "ACCELEROMETER" TECHNOLOGY.
NEW KEY VISUAL
INTERNATIONAL FASHION ACTIVITIES OF MERCEDES-BENZ
WAS USED FOR THE FIRST TIME DURING
NAMED AS MERCEDES-BENZ FASHION WEEK BERLIN IN JANUARY 2010
BRITISH FASHION PHOTOGRAPHER NICK KNIGHT & TOP MODEL JULIA
STEGNER
MERCEDES-BENZ SLS AMG IN THE NEW VIDEO GAME, GRAN TURISMO® 5
OBJECTIVE OF THE CAMPAIGN
TO DRAW THE WHOLE ATTENTION TO THE BRAND
"THE CAMPAIGN IS CONCENTRATING PRECISELY ON THOSE ELEMENTS WHICH
ACCOUNT FOR THE EXCITEMENT AND PASSION OF THE MERCEDES-BENZ SLS AMG.
THE DESIGN OF THE ENTIRE CAMPAIGN IS PURISTIC, AND FEATURES IMAGERY WHICH
IS BOTH PROGRESSIVE AND MILDLY MYSTICAL, BUT AT THE SAME TIME EXTREMELY
DYNAMIC
THE SITUATIONAL ANALYSIS
SALES OF 1,461,680 VEHICLES IN 2013
THE STUTTGART-BASED PREMIUM BRAND INCREASED ITS SALES IN ALL REGIONS
DELIVERED MORE CARS TO CUSTOMERS THAN EVER BEFORE.
BEST-SELLING PREMIUM BRAND . IN KEY MARKETS SUCH AS GERMANY, THE US,
JAPAN AND AUSTRALIA
10,000TH DELIVERY OF A MERCEDES-BENZ SLS AMG SINCE LAUNCH
WITH €4.4 BILLION, EBIT, THERE IS AN INCREASE IN SALES BY 10%
Overview of Sales by Mercedes-Benz Cars
Overview of Sales by Mercedes-Benz Cars
Overview of Sales by Mercedes-Benz Cars
Overview of Sales by Mercedes-Benz Cars
BY SALES NUMBERS
Overview of Sales by Mercedes-Benz Cars
BY SALES NUMBERS
MARKET SHARE OF MERCEDES BENZ WORLDWIDE
MARKET SHARE OF MERCEDES BENZ/DAIMLER AG IN
AMERICA
MARKET SHARE AMONG LUXURIOUS VEHICLES IN INDIA
30
34
25
11
Market Share
BMW
AUDI
MERCEDES
OTHERS
Assured Quality
Exclusivity
Authenticity
Reliability
STRATEGY AND EXECUTION CONT…WEBSPECIAL
THERE WAS SPECIAL VIDEO CALLED “BEHIND THE SPEED- THE SLS AMG EXPERIMENTS”
HERE PEOPLE CAN SHARE THEIR EXPERIENCE AND THEY CAN IMAGINE THE TECHNOLOGY WHICH
WAS USED IN SLS AMG.
ONLINE DEMO THROUGH GAMING, ON FACEBOOK AND PLATSTATIION
THERE PEOPLE CAN FEEL LIVE EXPERIENCE
"Is it still a car?": The campaign for the Mercedes-Benz SLS AMG, VIDEO
CAMPAIGN WAS VERY SUCCESSFUL.
SALES INCREASE BY 10%
RECORDED SALES IN MIDDLE EAST, USA AND GERMANY
MERCEDES CLS AND SLS AMG
THREE AWARDS IN AUTO TROPHY 2010 VOTED BEST CARS OF THE YEAR
STAR BRAND GETS HIGHEST RATING IN THE SAFETY CATEGORY AND OVERALL
SLS AMG BEING HONOURED BY GERMAN TRADE JOURNAL "AUTO ZEITUNG".
TOP POSITION IN THE AUTOMARXX BRAND RANKING OF ADAC
EVEN ITS PRODUTION IS HALT IN 2014 BUT ITS STILL “THE PEOPLE CHOICE CAR”
THAT CAMPIGN HAS STILL EFFECT ON CAR LOVING PEOPLE.
SHOULD BE ROBOUST AND UNIQUE
DIFFENTITIATE YOUR PRODUCT AND THEN YOUR WAY
AND TRAFFIC FOR BIG BRAND ALWAYS USE
TRADITIONAL TECHNIQUES
NOW THE BIGGEST AND CHIPPEST WAY TO
YOUR CUSTOMER.
IT WAS AN INGENIOUS
TECHNOLOGY ASSEMBLED WITH ABSOLUTE PRECISION.
“ IT’S A STUNNER” “IT’S A SUPER CAR”