Mercedes-Benz targets younger drivers

by Alex Brownsell, Marketing 06-May-08, 10:30

LONDON - Mercedes-Benz is launching a new campaign to make the marque more appealing to a younger generation of drivers.

While rivals BMW and Audi have successfully targeted drivers in their 30s or 40s, Mercedes is concerned its brand is not appealing enough in the under-50s market. In response it is rolling out TV, press and outdoor ads build around the strapline 'I am Mercedes-Benz'.

The campaign will kicks off this week with a series of three TV ads. The first features Hollywood actor Josh Brolin, star of Oscar-winning movie ‘No Country For Old Men'.

The Brolin ad will focus on the 'presence' of the Mercedes-Benz brand, while films two and three will look at 'attraction' and 'ambition' respectively.

The TV ads will not focus on any of Mercedes' individual models, although the Brolin ad will show the latest SL. But the press and outdoor side of the campaign will pay more attention to individual models.

In March Mercedes-Benz appointed PR and marketing agency Ketchum as part of its plan to promote the brand to a younger, more aspirational market.