Imagine a car that behaves you well like your precious smartphone does! To promote its new Mercedes A-Class, Mercedes-Benz has released a new campaign named, “Just Like You”.
Created by Antoni Berlin, the new campaign, “Just Like You”, focuses on what makes the new car unique, mentioning its ability to reach people who are living in the digital era and to understand their preferences, their needs and characteristics.
Allowing users to experience various personalization features, the new Mercedes A-Class also offers automation option. As it is shared on the company’s blog, it is the first car that adapts itself to you – and not vice versa.
The 360-degree content campaign features American artist Nicki Minaj, who suddenly shown on the front passenger seat in the TV spot. We also hear her music plays from the on board speakers via TIDAL.
Thanks to the partnership with TIDAL, a subscription-based music streaming service, Mercedes-Benz will be providing more than 52 million songs and hundreds of unique playlists by integrating TIDAL in its all vehicles, before 2018 ends.
Dr. Jens Thiemer, vice president marketing Mercedes-Benz Cars, said:
The A-Class is the most successful model in our compact car generation with more than three million units delivered since its market launch in 2012, it has significantly contributed to a more youthful and modern Mercedes-Benz brand image.
The average age of customers in Germany has fallen by 10 years, and in China around one third of all buyers are below 30 years of age. We want to build on this success with the fourth generation of the A-Class, which intelligently unites and redefines lifestyle and digitalization.
With our campaign, we stage the vehicle in a progressive and eventful way and highlight the digital product highlights such as real-time parking or the high customizability of the vehicle interior. The campaign thus reflects our philosophy of ‘human centered innovation’.
Involving social media videos and posts which are designed to increase curiosity about the A-Class, the campaign has three short and one long version videos highlighting the new Mercedes-Benz User Experience (MBUX) and the new-generation Mercedes-Benz Intelligent Drive as well.