Innovative Marketing Campaign Culminates as R-Class Hits Dealerships
MONTVALE, N.J., Oct. 28 /PRNewswire/ -- The newest star in the Mercedes-
Benz line-up is shining this week at Mercedes-Benz dealerships across the
country. Simultaneously touring on the Rolling Stones A Bigger Bang concert
tour, the highly-anticipated 2006 Mercedes-Benz R-Class is launching at
dealerships this week with special events for customers, including an
opportunity to get behind the wheel. The R-Class is an all-new vehicle for
Mercedes and creates an all-new segment in the automotive marketplace called
the Grand Sports Tourer.
With a new segment and a new type of vehicle for Mercedes, the launch of
the new R-Class was supported by a marketing campaign that went beyond
traditional marketing methods and initiatives. Designed to create awareness
and generate buzz, the unique R-Class marketing campaign began over a year and
a half ago in anticipation of the vehicle's recent launch and used methods
such as internet docufilms and word-of-mouth communication.
Utilizing the Internet
In January 2004, Mercedes launched a dedicated website on http://www.mbusa.com
and implemented a relationship marketing campaign for prospective customers.
In the months that followed, content was updated to allow customers and
prospects to follow the development of the R-Class from concept to production
via featured photos, videos, testimonials, four docufilms and a build-your-own
capability.
The R-Class website -- from microsite to integration into MBUSA.com -- is
Mercedes-Benz's largest and most successful internet promotion, generating
nearly two million visitors to the microsite, 100,000 of whom expressed
interest in being part of the relationship marketing initiative. Interested
visitors were brought to a site where they could customize their own R-Class.
Today the site features a 360-degree view of the car, as well as interior
and night views. The site highlights key product attributes in the areas of
design, space, comfort and performance.
In September 2005, Mercedes-Benz began offering prospective car buyers who
want to do more than read about a new model, their very own "concierge" who
talks to customers about the R-Class model on Edmunds.com, one of the top-
ranked sites for new model information. Using Sequential Animated Media (SAM)
technology, visitors to Edmunds.com receive a personal, interactive and guided
introductory tour (by a human-form concierge). After clicking one of the
banner ads strategically placed throughout the Edmunds.com site, a tour guide
character - or "avatar" - walks onto the user's screen over the web page
content, as if the user had entered a dealer showroom and requested a
demonstration. After several successful weeks, the "avatar" moved to the
Edmunds.com homepage on October 24th.
Pre-Launch Events
A brand new Mercedes-Benz, creating a whole new segment, was definitely
going to create buzz. To help broaden the word-of-mouth exposure for this
vehicle, Mercedes-Benz inaugurated several brand events that blanketed the
country.
Starting in August 2005, Mercedes-Benz offered nearly 100 individuals who
fit the target profile for the R-Class buyer -- charismatic individuals who
are trendsetters and active in their communities -- the opportunity to take a
week-long test drive. At the end of each week, the "ambassadors" -- as the
company calls them -- invited guests to a party hosted by Mercedes-Benz, where
their friends and family could experience the R-Class. Each ambassador party
garnered enthusiastic responses from attendees and more positive buzz around
the R-Class, resulting in several vehicle purchases.
MBUSA also partnered with Wilson Sporting Goods to hold 47 weekend events
at country clubs throughout the United States. The events consisted of R-Class
test drives, as well as a tennis clinic and club mixer.
In addition, MBUSA is introducing the vehicle to real estate agents and
their customers this month through November through loaning over 50 R-Class
vehicles to select real estate agencies nationwide. Each realtor will use the
vehicle for three weeks to take clients house hunting.
On Tour with the Rolling Stones
While Mercedes dealers are showcasing the new vehicle today, the R-Class
itself has been touring the country as part of the Rolling Stones' A Bigger
Bang concert tour since August 21, 2005. The R-Class models are displayed at
each concert venue, with musical accompaniment via the vehicle's harman/kardon
LOGIC 7(R) sound system. The R-Class also performs as "warm-up" for the band
by way of a 60-second video playing on the Jumbotron monitors before the band
hits the stage. At the end of the tour, a fully customized 2006 Rolling
Stones Edition Mercedes-Benz R-Class, signed by the band, will be auctioned
off in spring 2006 for charity.
Embracing Mercedes-Benz Heritage
The television launch spot for the new R-Class called "1886" premiered
alongside a flurry of new television shows in September drawing on the
company's heritage and its unique position as the maker of the world's first
automobile. The 30-second spot creates an imaginary encounter between drivers
of the Karl Benz and Gottlieb Daimler era - and the new R-Class.
The R-Class
The Mercedes-Benz R-Class luxury vehicle is an entirely new type of
Mercedes-Benz and a brand new way for six adults to travel. The new R-Class
combines the distinct advantages of several disparate vehicles -- the sure-
footedness of a permanent four-wheel-drive sport utility vehicle, the
performance and comfort of a fine sports sedan and the versatility of a luxury
wagon. Innovative design and useful technology now make possible an
automotive decathlete -- a vehicle that can excel at an unprecedented range of
owner needs.
Suggested pricing for the R-Class line begins at $48,775 for the R350,
powered by a 3.5-liter, 268-horsepower V6 engine. The R500 is fitted with a
5.0-liter V8 producing 302 hp. Both models come with a seven-speed automatic
transmission and full-time four-wheel drive. The basic vehicle is loaded with
standard equipment such as eight-way power front seats, leather seat inserts,
birds-eye maple interior trim, split second and third row seats, load-leveling
suspension and rain sensing wipers.
About Mercedes-Benz
Mercedes-Benz USA (MBUSA), headquartered in Montvale, New Jersey, is
responsible for the sales, marketing and service of all Mercedes-Benz and
Maybach products in the United States. In 2004, MBUSA achieved an all-time
sales record of 221,610 new vehicles, setting the highest sales volume ever in
its history and achieving 11 consecutive years of sales growth. More
information on MBUSA and its products can be found on the Internet at
http://www.mbusa.com.
SOURCE Mercedes-Benz USA
 back to top
Related links:
http://www.mbusa.com
CONTACT:
Donna Boland, +1-201-573-6893, or Nicole
Patzer, +1-201-573-2799, both of Mercedes-Benz, Toll-Free:
888-MBNEWS-1
NOTE TO EDITORS: This story and high-resolution photos can be
downloaded from the MBUSA news-media website at
http://media.mbusa.com
|
