Under the claim “Designed for urban hunting”, the integrated market launch campaign stages the new Mercedes-Benz CLA Shooting Brake as a hunter stalking prey in the urban jungle.
High above the roofs of the city or immersed in the depths of the vibrant nightlife – the CLA Shooting Brake is the ideal companion for people with active leisure pursuits and an individual lifestyle. As a perfect blend of coupé and estate car, it combines elegantly sporty design with above-average spaciousness and guarantees maximum recreational value. Furthermore, the fifth member of the compact car family is always linked up to the world around it via “Mercedes connect me”.
“The CLA Shooting Brake is ideally suited to a young target group that seeks inspiring experiences and new challenges. With this in mind, we are showcasing the vehicle in an urban jungle setting and evoking a dynamic lifestyle which we refer to as ‘urban hunting’ – the hunt for thrills and adventures in the city. At the same time, we are also alluding to the essential form of the shooting brake, which originated from a hunting vehicle. We are sure that the new CLA Shooting Brake will strike a chord with our target group”, says Dr Jens Thiemer, Head of Marketing Communications at Mercedes-Benz Cars.
The mix employed for the market launch campaign takes in all communication media. The print adverts show the CLA Shooting Brake in front of a breath-taking scenery above the roofs of various metropolises. From these impressive vantage points it looks out over the depths of the city in all its details and is able to focus on its next destination. The print campaign comprises three motifs and started on 2 March 2015 in daily newspapers and magazines throughout Germany.
With Nico Rosberg through the city at night
The TV spot shows the CLA Shooting Brake as a night-time hunter. It sits on a parking deck high above the city. Formula One driver Nico Rosberg walks towards the car and thanks to “Mercedes connect me” unlocks the vehicle with his smartphone. The drive through the darkness of the metropolis begins. The vibrant urban nightlife rushes by in atmospheric images: underground clubs, trendy bars and restaurants, a party on a rooftop terrace, a sneakers boutique and an art house theatre. The images are interspersed with dynamic driving scenes. The voice-over recites an homage to the players in this nightlife – and reaches its climax with the sentence: “I’ll find you, wherever you are hiding”. The TV commercial showcases the new CLA Shooting Brake with “Mercedes connect me” as the ideal vehicle for pursuing adventures in the big city. From 9 March 2015, the spot will air worldwide in lengths between 20 and 60 seconds.