The auto maker will be hitting mainland entertainment spots, including bars and clubs, leveraging the concept of 'pleasure' for its C-class marque, to better connect with a younger driver demographic.
"Usually the brand just does test drives, but this year they are also doing lifestyle events to better leverage the emotional impact of the brand, which is new in the marketing of the C class," said Josh Li, WE Marketing Beijing MD.
"Usually the brand just does test drives, but this year they are also doing lifestyle events to better leverage the emotional impact of the brand, which is new in the marketing of the C class," said Josh Li, WE Marketing Beijing MD.
The car maker has stepped up its marketing offensive in China for both its joint-venture and imported marques this year after it handed the brief for key models, including M, E and SL-class, to WE in late 2005. "We have convinced the client to use locally-generated ideas and strategies, and not just run globally-adapted ads for China," said Li.
