The launch also marks the Asian debut of the compact car. Teaser ads for the A-class contrast the traditional with the experimental, with three print ads placing a conventional looking chair, juicer and the letter 'A' respectively against designer versions. The global tagline, 'Follow your own star', will be carried in thematic ads planned to follow the teaser campaign, said Mahapant Suppasri, senior manager for marketing communications. Each of the four thematic ads will also carry their own sub-messages, from 'Know the rules, then break them' to 'Read the classics, then tell your own story'.
"We use a lot of colour in the ads to make them look young and fresh," Mahapant said. The colours also differentiate the ads from the dignified approach of its more premium sedans. "The character of Mercedes-Benz in Thailand has been traditional and classic, but the A-class is different in the way it looks and the way it talks to the younger set."
The car is targeted at university students, first jobbers and young families, and costs 1.99 million baht (US$50, 843), less than the 2.6 million baht for BMW's One Series, the only other player in the luxury compact category.
