ConfigureACTION – The new A-Class campaign

2016 Mercedes-Benz A-Class
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The new A-Class is hitting the showrooms in about two weeks from now and Mercedes-Benz is not going to leave this unnoticed. To mark the launch of the hot hatch, the Stuttgart premium brand is starting an advertising campaign running under the slogan “The A-Class. Ready for a new generation.”

Targetting the new generation, the new A-Class is advertised to be more comfortable than ever, yet keeping its dynamic temperament.

The campaign includes various print advertisments, but also the TV spot that is already out.

“The A-Class is the success story of our new generation of compacts. Since its launch it was making a key contribution to the rejuvenation of the Mercedes-Benz brand and altering its image,” says Dr Jens Thiemer, Vice President Marketing Mercedes-Benz Cars. ” The new generation is the ideal car for a sophisticated urban lifestyle. That’s why our new campaign will show the A-Class in a progressive and exciting setting.”

Ando so it does. Check out the new A-Class TV ad.

Once the protagonist in the TV spot slides his finger on the tablet screen, the adventure begins. His journey seems to be a 4DX movie experience, with his seat moving around and being teleported into a new environment before he realizes. His female friend goes through the same jet coaster experience once she tries to configure the A-Class on the tablet. The name of the TV spot, ConfigureACTION is a paronomasia made by “configure” and “action”.

Starting this month, the video ad in two variants, of 30 and 45 seconds, is going to be on TV in Germany.

The intensive campaign also extends to high-circulation news magazines, special-interest media and national daily newspapers. Emotion, colour and vitality are the characteristics proved by the A-Class in the promotional photos. The print campaign is set to run across Germany until mid-October.