Mercedes-Benz has initiated a digital campaign to mark the India launch of its A-Class hatchback. Called The A Class Pulsate contest, the campaign was launched on May 1 and aims to create hype around the unveiling of the car. The campaign is designed and implemented by MEC Access, a part of MEC Media, in association with MTV.
To participate in the A-Class Pulsate contest, users need to log on to MTV.in.com/pulsate and upload their trendiest party photographs. Alternatively, in what is the most impressive part of the campaign, users can simply tag their tweets or Instagram photos with #AClassPulsate to automatically qualify for the contest and have their entries reflect on the contest website.
The #AClassPulsate Contest also has an on ground activation, with 36 events to drive participation. The contest has so far received 4,000 picture registrations from party rockers in their party gear. The winner will be given a Mercedes-Benz A-Class or a sponsored trip to Ibiza.
According to MEC, Mercedes A-Class wanted to connect directly with the uber-cool youth of today, who are constantly on the move and very active across various social media. The task was to create the much-needed hype around the launch of A-Class in a language which is understood and accepted by this generation.
Speaking about the campaign, Eberhard Kern, managing director and CEO, Mercedes-Benz India, says, "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, says, "Today's youth want speed, intelligence, elegance and 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."
The contest is being largely promoted on MTV through both on air and digital levels. Besides the planned on-ground brand activation, Mercedes dealerships are also conducting promotions of the Pulsate contest at various showrooms through relevant thematic activations around the contest.