Mercedes-Benz India is all set to launch the CLA 45 AMG, India’s first compact performance sedan on 22nd July, 2014.
The Mercedes-AMG brand, globally synonymous with high performance motoring and cutting edge technological innovations, is the undisputed leader in racing circuits. In India, the AMG brand is quite popular among customers, auto aficionados and motoring enthusiasts, for its high performance cars. The new CLA 45 AMG transports this fascination, perfection and emotion of brand AMG to India’s first compact performance sedan.
With the objective to introduce the new CLA 45 AMG to a younger, more aspirational Indian audience, Mercedes-Benz India has launched a 360 degree communication campaign prior to the launch.
Conceptualized and produced by Mercedes-Benz’s digital agency, Creativeland Asia, the campaign has taken a digital communication route with ‘Ah My God’, with the highlight being the auto brand’s first ever India specific television commercial.
Slated to be aired on television after 22nd of July with a print campaign to follow subsequently, the TVC has gone online on the brand’s YouTube channel.
The minute-long film starts with a starlit sky asking the viewer when was the last time they felt something that just couldn’t be put into words. It goes on to depict indescribable emotions felt by a ski boarder, sky diver and a surfer. Soon the car is introduced where the super says we get that feeling often, while showcasing the car’s performance on a race track. The communication then leads to finding an expression to describe that feeling, but unable to find the right word, they made up – Ah My God!
The film is then supported by a music score by Mike McCleary, a Mumbai based songwriter, composer, performer and producer, with lyrics that go like “never felt like this before..like living in a perfect dream..this is all I need”.
Ahead of the launch, the campaign has leveraged social media to spread the word. The Mercedes-Benz India Facebook and Twitter pages created buzz around the hashtag #NoHashtagCanExpress. Fans were invited to share personal experiences that couldn’t be described by using the hashtag, for a chance to win brand merchandise.
And while at this, a teaser video to the TVC was also shared to tie up the communication. The brand has since then been creating conversations around the campaign hashtag #ThatAMGFeeling driving viewer curiosity for the new TVC.
When was the last time the voice in your head was at a loss for words? Share those #NoHashtagCanExpress moments and win MB merchandise.
— Mercedes-Benz India (@MercedesBenzInd) July 7, 2014
— Mercedes-Benz India (@MercedesBenzInd) July 9, 2014
— MotorMarketingWorld (@motormarkworld) July 3, 2014
Creating meaningful engagement
By creating a connect between AMG and the expression – Ah My God!, Mercedes-Benz India has managed an easy brand recall for AMG. It also helps capture the ‘indescribable’ feeling of driving the sedan. Along with an effective concept, the campaign has also capitalized the social media platforms to reach out to the right TG – the young, aspirational, social-media savvy consumer segment.
Going digital first prior to television and print, the brand has managed to create pre-launch online buzz for the CLA 45 AMG. With another week to go for the launch, the brand has immense scope to play on and engage the social media community.