Mercedes-Benz A-Class for hip and affluent youngsters, or not
This being the ‘Year of Offensive’, digital media campaigns have been part of their strategy. MEC, has led the integrated experiential digital media pre-launch campaign in association with MTV. Participation for A Class Pulsate contest has been made easy through video sharing platform You Tube, MTV Pulsate page, and photo-sharing on Instagram, and Pinterest.
The weekend saw, the Pulsate party being hosted at Canvas and Liv in Bombay. The hashtag #AClassPulsate has ben a common theme on the @MTVIndia and @MercedesBenzInd pages. Mercedes Benz A 180 Sport petrol is powered by a 1.6l engine with 4 cylinders. Pulse Night parties pan India are catering to the hip and trendy at posh avenues which certainly caters to the affluent young. The contest winner goes home with a Mercedes Benz A-Class for a year, or an all-expense paid trip to Ibiza.
While clearly targeting a younger audience, it won’t be incorrect to say that some of the appeal and response received from affluent youngsters will wear off. Mercedes Benz A Class is being brought to India as a CBU and that warrants high import duty. While MB India will announce a lowest possible price for this small car, it’s not going to be low enough to allow every youngster that falls in the target buyer group to actually buy the small car.
An interesting buyer group would be the 30+ audience who aspires for the stars. This is a perfect vehicle to allow buyers to to get to know what Mercedes Benz really is at the lowest entry price point. And whether or not a 27 year old will really buy a Mercedes Benz A Class can be debated, the ideology will soon stand the test of time here
Mr. Eberhard Kern, Managing Director & CEO, Mercedes-Benz India said, “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”.
T Gangadhar Managing Director, MEC India 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.”