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Mercedes-Benz 'Eye'

Client: Mercedes-Benz

Agency: Weapon7

Mercedes is launching its new E-Class saloon and coupé ranges, on sale from June this year, with an integrated campaign created by Weapon7.

Weapon7 has created all digital, direct, POS and CRM elements using its brand participation model of ‘Tempt, Engage and Build’.

The agency’s work introduces the idea of ‘One of life’s real pleasures’ by exploring the features, design and innovation that make the new cars unique.

The car marque will also introduce a microsite at that will be followed by pre-launch online advertising and direct mail activity.

The website develops the moments of pleasure theme through the use of a beautiful filmed blinking eye that is used as a linking device.

Each ‘blink’ brings a new vignette about another aspect of the E-Class, be it the safety features, the surprisingly low emissions figures, the unrivalled comfort and luxury or the leading-edge engineering innovation.

The online ads will work by tempting the user to interact with a particular one of the car’s features, such as headlamps that dip as you roll over them, illustrating the Adaptive High Bream Assist, all introducing the idea of ‘pleasure takes many forms’.

POS and CRM activity will further support the integrated approach that hopes to persuade drivers of competitors’ vehicles to reappraise the brand, as well as former and current Mercedes-Benz buyers.

Weapon7’s work will be followed by TV, press and poster activity created by Abbott Mead Vickers.BBDO.

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