Client:

Mercedes-Benz Hertfordshire is owned by L & L Automotive. The company owns and operates four retail sites (Hertford, Hitchin, Bishop’s Stortford and Harpenden) as part of Daimler-Chrysler’s UK retail partnership network.

The Brief:

Working within Mercedes-Benz branding and communication guidelines, create through advertising and other marcom material, strong consumer propositions to attract a greater share of the volume sector of the market.

Who needs to know?

The Mercedes-Benz C-class and A-Class are priced and specified to compete in the volume sector. The target market, (beyond Mercedes loyalists) comprises consumers with spending power commensurate with the cost of the lower to mid priced Mercedes models.

How:

• By fusing Mercedes-Benz style with aggressive consumer offers throughout all press advertising and database marketing.
• By using local, regional and appropriate national media to reach target market.

Result:

• Supported and enabled stiff sales targets to be met. Also built quality awareness amongst warm and cold target market segments.