The campaign began on 6 July as a teaser, along with the ‘Future You Awards’, an online engagement platform on Facebook, asking users to vote for either themselves or friends in categories such as a Future Eco Warrior, Future Visionary or Future Super Parent, in the run up to the launch event on 28 July.
The car was revealed at the official launch, with a demonstration of B-Class’s key characteristics and product features.
The campaign will continue until November, targeting young married couples and families. It showcases the core features of the new B-Class, which caters to all their needs and the safety innovations that will protect their families from the potential hazards that lie ahead.
David Tay, business director at BBDO/Proximity Singapore, said: “Spanning an extensive through-the-line campaign, which includes online plus an on-ground activation and engagement platform, the public can enjoy a hands-on experience with the car.”
The redesigned car has a "sportier stance" as well as technological advancements that make it more agile and efficient as it targets - aimed to inspire a new and younger set of Mercedes-Benz loyalists,” said Wolfgang Huppenbauer, president and CEO of Mercedes-Benz Singapore.
