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March 11, 2009

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A Very Special Advertizing Compaign For The New E-Class: "Welcome home. The new E-Class."

Stuttgart – Feeling just as comfortable and safe in the car as in one's own four walls: Mercedes-Benz once again sets the standard in design, safety and comfort with the new E-Class, which is due to be launched on 28 March 2009.

 Features such as highly atmospheric ambient lighting or active multicontour seats with a massage and dynamic control function ensure an outstanding feeling of wellbeing.

Numerous carefully coordinated assistance systems turn the Saloon into an "intelligent partner". Whether drowsiness or the blind spot when changing lanes – these assistance systems already recognise potentially hazardous situations in advance, and make travel in the E-Class safer than ever before. The car gives its driver a unique feeling of safety and security.

The market launch campaign for the saloon reflects this feeling in all its aspects: “Welcome home. The new E-Class”. The marketing mix includes all communication channels – from print ads and TV spot plus an Internet and Mobile Special right up to dealer and interactive marketing activities and exclusive customer events. "The communicative focus is on design, safety and comfort of the new E-Class. These are addressed by the claim ‘ Welcome home’, which communicates this feeling across all channels ", says Anders Sundt Jensen, VP Brand Communications M-B Cars. "

The highest standards with respect to design, safety, comfort and efficiency are aspects that have high importance all over the world. This enables us to use the campaign in more than 100 countries, ensuring that the new model will be uniformly positioned and communicated. "

The TV spot shows the new E-Class BlueEFFICIENCY, humourously illustrating the perfect combination of luxurious design and comfort with sustainable mobility. A well-heeled father is not looking forward to meeting his daughter's new boyfriend, as he is convinced it will be yet another hippie. When the daughter and boyfriend arrive in the new E-Class, the father is visibly impressed. However, a look at the "BlueEFFICIENCY" badge showing the environmental awareness of his prospective son-in-law confirms his initial suspicion that he is “indeed yet another hippie”. The TV spot underlines the status of the E-Class BlueEFFICIENCY as the most environmentally friendly E-Class of all time.

Outstanding safety and comfort even in extraordinary driving situations is the message conveyed by the Internet Special at www.concert-in-e.com, which already started successfully during the pre-launch phase in early January, coinciding with the world premiere of the E-Class. While the former Formula 1 professional Jean Alesi drives the car on a route with numerous bends, the four-times Grammy winner, jazz-singer Dianne Reeves, holds a concert in the rear of the Saloon in total relaxation. At www.mercedes-benz.tv the internet broadcast station shows the TV spot at the same time as it is broadcast by long-range stations.

Since February a special exhibition at the Mercedes-Benz Museum has also been devoted to the success story of the E-Class. In addition to historic vehicles, personal anecdotes and exhibits, visitors to the Museum are able to experience the new E-Class live. The presentation, for which a complete display room was restructured for the first time since the Mercedes-Benz Museum opened its doors, is open daily except Mondays from 9 a.m. to 6 p.m. until 27 September 2009.

Photos: Mercedes-Benz

(March 09, 2009)


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