Mercedes-Benz C-Class road trip

Giving a momentum for the outgoing C-Class by promoting its motorsport connections and previewing its successor.

Situation

Mercedes-Benz Hungary aimed to give a last momentum to the outgoing W204 version of the Mercedes-Benz C-Class. The sales department asked for ideas to generate media coverage for the model that was in the shadow of newer products in the offering.

Task

We needed to find ways to promote a product that was not part of the press car fleet and could not offer any new features for the media to report or test. The timeframe for this was relatively short as the end of the year was approaching.

Action

We decided to organize a road trip with C-Class saloons from Budapest to the Hockenheimring for the finale of the DTM season, only a few days after they announced that the sport would return to the Hungaroring in 2014. Mercedes-Benz Motorsport used a race car that mimicked the street legal C-Class which enabled us to demonstrate a sporty appeal to the product.

The race event also offered opportunities to do VIP laps in the AMG versions, to meet Lewis Hamilton and re-introduce DTM to the Hungarian audience. On the day after the race, we travelled to Sindelfingen where our guests could sample the interior of the brand new, yet to be released C-Class of the following model year.

Result

Positive media coverage of the outgoing C-Class that would not be relevant for the press any other way, opportunity to promote Mercedes-Benz’s participation in the DTM and provide a sneak preview of the brand new C-Class.

Mercedes-Benz C-Class interior – Photo by Daimler AG

Background

Commissioner: Mercedes-Benz Hungary
Client: Mercedes-Benz Hungary
Supporting agencies: Daimler AG, Mercedes-Benz Motorsport, Gramy-H