Mercedes-Benz is jump starting its activities for tennis fans with its latest television creative starring Roger Federer, 2012 Wimbledon Champion, and the all-new 2013 GL-Class – the ultimate seven passenger SUV.
This new ad, entitled “Many Rogers” is at the heart of an integrated marketing campaign, including national broadcast, print, social media and event elements to launch the new GL in concert with the 2012 US Open, taking place August 27-September 9th in Flushing, New York.
The GL-Class, the leading SUV in its segment, suits the most active of lifestyles with luxury and ease – even that of Roger Federer. “Many Rogers” uses self-effacing humor while portraying the tennis star, who throughout the roles of his busy life – “World Class Athlete,” “International Celebrity” and most importantly, “Dad”- is accompanied by his favorite car. “Many Rogers” will make its broadcast debut Aug. 27 on CBS and will air for the duration of The Open; the ad will run on ESPN2 and the Tennis Channel as well.
“The GL is already the segment leader and will continue this tradition as it now offers more room, more amenities, more power and more safety – more of everything that our full-size luxury SUV customers could want and expect from a Mercedes-Benz,” stated Bernie Glaser, VP of Marketing, Mercedes-Benz USA. “The GL-Class cradles its occupants with the first-class comfort of a luxurious sedan.”
The complementary print campaign which also launches at the end of August features a four-color execution and reads: “Proud holder of 16 Majors, 74 Singles titles and twin daughters.” The piece will run in The New York Times, USA Today, Tennis Magazine and the official US Open tournament program. The headline of the print ad was chosen by Roger Federer Facebook fans during a contest that ran in June prior to the campaign launch.
Additional social media elements include a posting of a “behind the scenes” making of “Many Rogers,” tournament updates, as well as GL vehicle footage and demos posted on both the Roger Federer and MBUSA Facebook pages.
To celebrate the end of the summer season, MBUSA Facebook fans can also submit a photo of how they enjoyed their “Best Summer” to try and win a 13 month lease of an SLK250 Roadster. Two sets of box tickets will also be given away via the MBUSA Facebook page to a national contest winner for the finals weekend (Sessions 25 and 26) – airfare, hotel and ground transportation included; four box tickets will be given to NY metro-area fans as well. For those fans that don’t win a new vehicle lease or tickets, an exclusive benefit to Mercedes-Benz owners who drive their vehicle to the tournament is the luxury of a dedicated, complimentary parking area.
As the official vehicle and presenting sponsor of the US Open Men’s Single Championship, Mercedes-Benz is planning several unique fan experiences during the tournament, including a special display of its Concept Style Coupe which is the basis for its much anticipated line of next generation vehicles. Tennis fans wanting to capture a unique memory of their time at the US Open with the Concept Style Coupe will be able to via a Photo Station at the Mercedes-Benz Brand Center located at the center of the USTA Tennis Center.
Mercedes-Benz’s four-year agreement with the US Open began in 2010 and includes significant on-site presence during the tournament, national TV media commitments and an extensive presence on USOpen.org.
Mercedes-Benz is also a sponsor of Arthur Ashe Kids’ Day Presented by Hess scheduled for Saturday, August 25 at the USTA Billie Jean King National Tennis Center from 9:30 a.m.- 4 p.m., which stars pop-vocal sensation The Wanted, chart-topping singer Carly Rae Jepsen and special guest performer Owl City. These stars will team up with reigning US Open Champion Novak Djokovic and three-time US Open Champion Kim Clijsters to kick-off the tournament.