Mercedes-Benz Passenger Cars: Venice/C-Class Coupé

Client: Daimler AG
Brand: Mercedes-Benz Passenger Cars
Agency: Jung von Matt AG
Category: Automotive
Country: Germany

With the C-Class Coupé, Mercedes-Benz introduced the first two-door coupé of the C-Class family, designed to replace the CLC as a separate model type. The youngest and wildest member of the C-Class family, it is the perfect entry-level coupé: with its sporty, stylish design, it could win over new target groups and provide the brand with a sportier image. In order to assert itself in the challenging niche market segment of mid-size coupés, the C-Class Coupé launch campaign had to counter the efforts of the competition and to keep BMW and Audi in check. By focusing on sporty design and driving experience, the new Coupé could free itself from the rather traditional image of the C-Class Sedan and attract the attention of those who are actually interested in the Audi A4, Audi A5 or BMW 3 Series. The challenge here was to strengthen the sporty image of Mercedes-Benz and so to modernise the overall brand image.

Objectives