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Feb 20, 2014
Stuttgart. The new Mercedes-Benz GLA is demanding and bold. It is always on the move, flaunting a freedom-loving attitude and arousing longings. These attributes find expression in the market launch campaign for the compact SUV with clear and bold statements under the banner "Always restless". The integrated and broad-based campaign positions the new GLA as a flagship for a sporty, versatile lifestyle and is aimed first and foremost at a modern and active target group. With the GLA campaign, Mercedes-Benz is pressing ahead with the ongoing digital initiative. As such, digital communications served as the basis on which to elaborate all other communications activities.
"The new GLA totally enriches the compact SUV segment. A vehicle in which to take on all the hurdles of everyday life. The GLA is a car for those who aim to conquer the world, rather than merely discovering it. We are showcasing this in our market launch campaign. We present the car in its element: in the city and in the desert on gravel in the blazing midday sun. We are convinced that the GLA will display a similarly high level of capture quote as our other compact vehicles," says Dr Jens Thiemer, Head of Marketing Communications, Mercedes-Benz Cars. The GLA rounds off Mercedes-Benz's comprehensive SUV range comprising five model series. It is also the fourth of five new compact models.
"The forgotten road trip": an interactive web special at the heart of the campaign
As part of the digital campaign, the new GLA is showcased as the hero of a road trip through the desert. Together with various protagonists, an interactive web special features the vehicle as the central figure in the story. The user experiences an unforgettable road trip in search of the main character's lost memories. The user navigates through the site by scrolling, piecing together clues as to what has happened along the way. At the end of the story, Ryan finds out with the user's help how and why he has ended up in the desert.
The web special is presented not as a linear film, but in an innovative format: "mosaic story-telling". The story is comprised of various elements: moving images, static images, animated effects, animated image sequences and user interactions.
In addition to the emotional experience of the interactive web special, visitors can also request a brochure at any time, call up information on highlights of the vehicle or configure their own ideal GLA. They can also search for a dealer in their vicinity, check out financing offers and share the content of the web special with friends on social networks. After the market launch on 15 March 2014, visitors to the web special in the German market will additionally be able to register for a special test drive campaign.
The web special can be viewed in Germany at www.mercedes-benz.com/gla. The Trailer can be viewed at (http://mb4.me/GLA_trailer_en/).
Classic means of communication round off the campaign
The digital communications are to be accompanied by print advertisements and two 30-second TV spots. In the spot "The last time", the GLA invites the viewer to take off on a spontaneous voyage of discovery. The striking images suggest that something wonderful can happen at any time in the new GLA. Urban and off-road scenarios show the compact SUV in bold and confident form. The new GLA assumes the role of motivator, encouraging the target group to actively shape their lives beyond the dictates of everyday constraints and deadlines (http://mb4.me/GLA_the_last_time/). The second spot, "Home", centres on the insight that when everything is always and immediately within reach, we forget that the world has more to offer. The GLA encourages the driver to get out and about and introduce a little more action into their life. The highly contrasting presentation of the vehicle emphasizes that as a compact SUV, the GLA is equally at home in an urban setting and in off-road terrain (http://mb4.me/GLA_home_en/).
The motifs of the print advertisements showcase the GLA in an off-road scenario. Hard contrasts and blazing sunlight make the car stand out from this unreal backdrop. Light-coloured ground and a virtually textureless sky conjure up a pronounced graphic minimalism and create a progressive and highly dynamic character. The sparse Joshua trees in the desert with their red blossoms add dashes of colour. The advertisements will be appearing in high-circulation media from 24 February 2014.
Mercedes-Benz's creative agency Jung von Matt is responsible for designing and realising the campaign.