Mercedes-Benz A-Class – Follow Your Own Star
Brand Name: Follow Your Own StarAdvertiser: DaimlerChrysler AGAgency: Springer & JacobyPrize: SilverCategory: Automotive
The Mercedes-Benz A-Class re-launch faced a challenging marketing context: battle for volume, high advertising spend, hungry new market entrants. Its pan-European success was due to a consistent one voice message across all communication channels generating the highest advertising recall figures for Mercedes-Benz in 2004 and more than 1.1 billion media contacts. Sales and market share increased significantly with the A-Class outperforming its main competitors despite comparable media spend....