Handcrafted by Racers – The new Mercedes-AMG GT. VIDEO
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Mercedes-AMG GT campaign

Handcrafted by Racers – The new Mercedes-AMG GT. VIDEO

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Home AMG AMG GT Handcrafted by Racers – The new Mercedes-AMG GT. VIDEO

“Handcrafted by Racers” is the name of a worldwide launch campaign starring the new Mercedes-AMG GT. The marketing mix for the campaign covers all communication channels: ads in print, television and online.

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“Our campaign focuses on the essence of what makes the Mercedes-AMG GT so fascinating: the quest for pure, performance-oriented perfection and the desire to rise to challenges and win through. The claim embodying the Mercedes-AMG DNA, ’Handcrafted by Racers,’ serves as a leitmotif which is manifested in various guises throughout all communication activities and channels,” said Jens Thiemer, head of PR at Mercedes-Benz Cars. “The campaign authentically positions the new Mercedes-AMG GT as a genuine challenge to the established contenders in its class.”

Mercedes-AMG_GT_vs_porsche_911_AD_1.png_1440x655cIn the commercial, a child is dreaming about a trip in a sport car – a Porsche 911 – when all of a sudden a second car, the Mercedes-AMG GT appears in the rearview mirror. It manages to overtake the Porsche and the child wakes up as the tagline reads “The car you dreamed of as a child has just been overtaken.”

A special highlight of the campaign answers the question “How can the breathtaking dynamics of the Mercedes-AMG GT be experienced up close and personal?” Viewers can experience the new Mercedes-AMG GT’s acceleration in real time in a special TV format that comprises three short spots. The first spot is 3.8 seconds long – exactly the time the sports car needs to accelerate from 0 to 100 km/h. The two other short spots – interrupted by spots from other advertisers – show the car reaching the 200 km/h and the 310 km/h mark.

Last but not least, all the credit for designing and implementing the campaign goes to Mercedes-Benz’s creative agency Jung von Matt/Alster and Spree.

 

 

2 Comments

  • David Thorne says:

    MercedesMedia.com

    i am looking at developing this domain name but different to your great website.

    Thank you

    • Razvan Magureanu says:

      Dear David,
      We invested already a lot but is still a long way to success and a long way to conquer American market which is mainly our target. If you are interested in a cooperation on a medium or long therm we can speak. Anyway, we have a strong competitor in bmwblog.com. We have a lot of better materials than bmwblog.com but we have to work hard to get awareness.
      We will begin also to make movies with Mercedes new models using drones and latest film high-tech tehcnologies. The first one will be the new Mercedes-Maybach in 2 weeks.

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