Best Automobile Microsite/landing Page

Mercedes-Benz is a symbol of excellence around the world. More than just an automobile company, the brand represents a commitment to engineering, design, performance, and unrivalled luxury. The all-new 2008 C-Class was launched in the Fall of 2007 into the “Entry Lux” category--the most competitive segment of the American auto market. This model was challenged not only with fierce competitive pressure, but also to act as a “halo” Class across the entire Mercedes line for 2007. Its redesign was also marketed to defeat its long-held stigma as the “Baby Benz” (or, not a “true” Mercedes-Benz). MBUSA charged agency of record Critical Mass with building an online presence to become the hub for all communications, with the following goals/objectives: - Build awareness/excitement around the all-new C-Class - Generate qualified sales leads - Draw young, stylish, “influencer” drivers to Mercedes-Benz - Position the vehicle as fun to drive and a great value while upholding the Mercedes-Benz reputation of leadership - Steal market share from the segment leader, BMW 3-Series Though new, the C-Class long-lead (pre-launch) microsite has already begun to achieve its stated objectives, providing consumers with a stylish overview of the all-new 2008 C-Sport and C-Luxury Sedans with large-format photography and intuitive navigation. In addition to reinforcing the fun-to-drive and value messaging, the site offers consumer reaction videos, product overviews, brochure downloads, and Flash animations of vehicle exterior and interior 360° views.

Contributors:

CM Blue Business Unit:

CRITICAL MASS

Location: USA