MEC, a leading planning agency and media buying, has emerged with an innovative digital media campaign for the marketing of new Mercedes-Benz A-Class in India. The new media campaign has been aimed at creating buzz around the unveiling ceremony of the model. It must be noted that this campaign has been implemented and designed by MEC Access, which is a division of MEC media in a collaboration with MTV.
The A Class Pulsate contest, a big digital media offensive campaign which was launched in the continuation of Mercedes-Benz India ‘2013: Year of Offensive’ strategy, has worked well for the social media space. It includes the MTV Pulsate page, video sharing platform You Tube, photo-sharing websites Instagram and Pinterest. It must be noted that this is also the biggest public contest on Instagram in the country. Interestingly, the pulsate contest has garnered good reviews from affluent youngsters,who are socially active. Therefore, generating immense buzz around the ‘Pulse of New Generation’: the A-Class before its official launch is a good way to go on. From the first day of launch of this campaign, MTV has recorded registrations of over 4000 pictures from party rockers, whereas the score of Twitter is rising every minute as the contest is on a national move.
Expressing his views on the new contest, the Managing Director and Chief Operating Officer of Mercedes-Benz India, Eberhard Kern was quoted as saying, “The A-Class reflects the changing global trends of adapting to "Compact" luxury as witnessed in consumer goods categories like phones and electronics. We are confident that the consumers in India also are evolved and have similar outlook like their global peers and they would surely like the ‘New Mercedes-Benz design language’ as personified by the A-Class. The response to our digital campaign for the A-Class is extremely encouraging and only reinforces our belief”.
On the same lines, the Managing Director of MEC India, T Gangadhar said, “Today’s youth want speed, intelligence, elegance and a style and a brand like Mercedes personifies all these attributes. We strived to create an integrated campaign, which will encompass all the activities, which today’s youth like and the results are phenomenal.”
Reportedly, this contest is open for all individuals and one can participate by simply logging into the MTV website, mtv.in.com/pulsate and uploading trendy pictures of a party or can even tag their photos with #AClassPulsate or logging on to Mercedes-Benz India corporate website, www.mercedes-benz.co.in. By doing so, the individual will automatically qualify for the campaign and the entries will be immediately represented on the contest website. Interestingly, the winner of this contest will be offered to drive a brand new Mercedes-Benz A-Class for a complete year or a completely paid trip to the Ibiza, which has been called as the party capital of the world. The surprises does not end here as individuals will be provided with spot gratifications with youth icons like VJ Bani and Nikhil Chinapa at the theme events of thirty six Pulsate.
With the introduction of this campaign, the pulsate contest has already set the party rockers pulse racing before the actual launch of new generation Mercedes-Benz A-Class luxury hatchback in the Indian auto market.