What women want: Maybe Mercedes-Benz knows. In any case, the car should no longer be a men’s hoard. The aim of the German premium automobile brand, which was declared a few years ago, is to want to become more female at all levels. In the marketing campaign for the introduction of the new C-Class, this is becoming clearer than perhaps ever before. A young woman shown in print ads and in TV spots is the protagonist of the campaign to promote the advantages of the 206 series. According to the press release for the advertisement, she is moving “in a metaphorical world on the dreamlike journey through her comfort zone and discovering a mysterious world: curious, surprising and visually stunning.” Many male viewers are likely to rub their eyes in amazement. You have never seen the Mercedes brand presented by the inventor of the automobile like this.
Changing parking in your head: Mercedes-Benz not only wants to become more feminine, but also more diverse, more emotional and apparently a good deal less virile than was supposedly the case in the past. And so, in the new marketing campaign for the new C-Class, the new C-Class presents itself in an avant-garde way in completely new contexts and contexts. Horsepower, displacement, acceleration, top speed, consumption values, drag coefficient – these values are apparently only good for a quartet of cars, which should still be very popular with boys in particular.
The new C-Class 206 should market itself as a beautiful ambience. In this regard, the press release reads: “The C-Class (…) offers space to leave everyday stress behind and time to relax in your own comfort zone. (…) The campaign for the new C-Class (…) focuses on the luxury aspect of time and relaxation. With the progressive interpretation, Mercedes-Benz would like to invite its customers to leave the stresses of everyday life behind and relax where they feel comfortable – in their comfort zone. The tonality is honest, emotional, self-confident, playful and at the same time progressive. ”Is that what women want? Hopefully Daimler understands women well and conquers new customer potentials without irritating the traditional ones. The campaign has something of a ride on the razor blade, because the majority of the Mercedes-Benz brand is still bought by men (eight out of ten more new Benz buyers in Germany in 2019 were male).
4 pictures
Photo gallery | The marketing campaign for the new Mercedes C-Class: Moving around in your head
#02
– .
