mercedes its still a car, campaign

KARL BENZ GOTTLIEB DAIMLER BENZ PATENT MOTORWAGEN

DAIMLER-MOTOREN-GESELLSCHAFT

DAIMLER AG

SUBSIDIARIES AND ALLIANCES

Maybach (1997-2013)

Mercedes-AMG (1999)

Mercedes-Benz McLaren (2003-2009)

OTHER SEGMENTS

TRUCKS

BUSES

VANS

Limousines

HEADQUARTERED IN STUTTGART, BADEN-WÜRTTEMBERG, GERMANY

"GERMAN BIG 3" LUXURY AUTOMAKERS

SLOGAN IS "DAS BESTE ODER NICHTS"

MEANS "THE BEST OR NOTHING"

KEY PEOPLE : CHAIRMAIN DIETER ZETSCHE

TOP MODEL’S

Mercedes-Benz

MERCEDES BENZ

FUTURE CAR’S

FRANKFURT MOTOR SHOW

GRAND TOURER

UPS: gull-wing doors

ENGINE : 6.2 L V8, DOHC, 6,208 cc

TRANSMISSION : 7-speed dual-clutch automatic

PRICE : £180,485, INR 2.54 - 2.94 crore

"IS IT STILL A CAR?": CAMPAIGN

MERCEDES-BENZ SLS AMG

UNVEILED AT THE 2009 FRANKFURT MOTOR SHOW & INTERNATIONAL MOTOR SHOW (IAA)

MARKET INTRODUCTION WAS STARTED IN THE FIRST QUARTER OF 2010.

A COMPLETELY NEW DRIVING SENSATION WAS HIGHLITHED BY INTEGRATED MARKETING

CAMPAIGN

THE MARKETING MIX COMPRISES ALL POSSIBLE COMMUNICATION CHANNELS

ONLINE ACTIVITIES WAS IN PARTICULAR PLAYING A KEY ROLE

INTEGRATED MARKETING COMMUNICATION

INITIATED FROM FEBRUARY 2010

DEPICTS A RED MERCEDES-BENZ SLS AMG STRIKING A POWERFUL POSE ON GREY ASPHALT AGAINST A BLACK

BACKDROP.

SUPPORTED BY A BRIEF, MEANINGFUL MESSAGE :-

"OH LORD …" OR "A COCKPIT. AN ENGINE. TWO WINGS. IS IT STILL A CAR?“

THE ADVERTS WILL APPEAR IN DAILY NEWSPAPERS AND MAGAZINES.

TV SPOT

DEBUT APPEARANCE ON 30 JANUARY 2010 ON ALL MAJOR TELEVISION CHANNELS WITH A 60-SECOND ROADBLOCK

THE TV ADVERT WITH MICHAEL SCHUMACHER, MERCEDES GP PETRONAS DRIVER TELLS THE STORY OF AN

UNUSUAL EXPERIMENT

IT WAS CONTINUE TO RUN AS A 45-SECOND SPOT UNTIL THE END OF MARCH.

ONLINE DETAILS ON WEBSPECIAL AT WWW.MERCEDES-BENZ.COM/SLS-AMG

THREE EDITIONS OF AN ONLINE MAGAZINE WILL PROVIDE EXTENSIVE INFORMATION ON THE PERFORMANCE

LAUNCHED A REPORTER BLOG AT WWW.SLS-AMG-REPORTER.DE, WHERE CAR ENTHUSIAST MATTHEW K. IS POSTING

REPORTS, PICTURES AND VIDEO CLIPS OF HIS TRAVELS

ACTIVE ON TWITTER ( HTTP://TWITTER.COM/SLSAMG )

FACEBOOK,

OFFICIAL FAN PAGE ON FACEBOOK SOCIAL MEDIA COMMUNITY AT WWW.FACEBOOK.COM/MERCEDESBENZ .

NEW IPHONE APPLICATION CALLED "SLS AMG"

DESIGNED TO GIVE PLAYERS A TASTE OF THE NEW SUPER SPORTS CAR VIA

360° GAMEPLAY

FEATURING THE IPHONE'S INNOVATIVE "ACCELEROMETER" TECHNOLOGY.

NEW KEY VISUAL

INTERNATIONAL FASHION ACTIVITIES OF MERCEDES-BENZ

WAS USED FOR THE FIRST TIME DURING

NAMED AS MERCEDES-BENZ FASHION WEEK BERLIN IN JANUARY 2010

BRITISH FASHION PHOTOGRAPHER NICK KNIGHT & TOP MODEL JULIA

STEGNER

MERCEDES-BENZ SLS AMG IN THE NEW VIDEO GAME, GRAN TURISMO® 5

OBJECTIVE OF THE CAMPAIGN

TO DRAW THE WHOLE ATTENTION TO THE BRAND

"THE CAMPAIGN IS CONCENTRATING PRECISELY ON THOSE ELEMENTS WHICH

ACCOUNT FOR THE EXCITEMENT AND PASSION OF THE MERCEDES-BENZ SLS AMG.

THE DESIGN OF THE ENTIRE CAMPAIGN IS PURISTIC, AND FEATURES IMAGERY WHICH

IS BOTH PROGRESSIVE AND MILDLY MYSTICAL, BUT AT THE SAME TIME EXTREMELY

DYNAMIC

THE SITUATIONAL ANALYSIS

SALES OF 1,461,680 VEHICLES IN 2013

THE STUTTGART-BASED PREMIUM BRAND INCREASED ITS SALES IN ALL REGIONS

DELIVERED MORE CARS TO CUSTOMERS THAN EVER BEFORE.

BEST-SELLING PREMIUM BRAND . IN KEY MARKETS SUCH AS GERMANY, THE US,

JAPAN AND AUSTRALIA

10,000TH DELIVERY OF A MERCEDES-BENZ SLS AMG SINCE LAUNCH

WITH €4.4 BILLION, EBIT, THERE IS AN INCREASE IN SALES BY 10%

Overview of Sales by Mercedes-Benz Cars

Overview of Sales by Mercedes-Benz Cars

Overview of Sales by Mercedes-Benz Cars

Overview of Sales by Mercedes-Benz Cars

BY SALES NUMBERS

Overview of Sales by Mercedes-Benz Cars

BY SALES NUMBERS

MARKET SHARE OF MERCEDES BENZ WORLDWIDE

MARKET SHARE OF MERCEDES BENZ/DAIMLER AG IN

AMERICA

MARKET SHARE AMONG LUXURIOUS VEHICLES IN INDIA

30

34

25

11

Market Share

BMW

AUDI

MERCEDES

OTHERS

Assured Quality

Exclusivity

Authenticity

Reliability

STRATEGY AND EXECUTION CONT…WEBSPECIAL

THERE WAS SPECIAL VIDEO CALLED “BEHIND THE SPEED- THE SLS AMG EXPERIMENTS”

HERE PEOPLE CAN SHARE THEIR EXPERIENCE AND THEY CAN IMAGINE THE TECHNOLOGY WHICH

WAS USED IN SLS AMG.

ONLINE DEMO THROUGH GAMING, ON FACEBOOK AND PLATSTATIION

THERE PEOPLE CAN FEEL LIVE EXPERIENCE

"Is it still a car?": The campaign for the Mercedes-Benz SLS AMG, VIDEO

CAMPAIGN WAS VERY SUCCESSFUL.

SALES INCREASE BY 10%

RECORDED SALES IN MIDDLE EAST, USA AND GERMANY

MERCEDES CLS AND SLS AMG

THREE AWARDS IN AUTO TROPHY 2010 VOTED BEST CARS OF THE YEAR

STAR BRAND GETS HIGHEST RATING IN THE SAFETY CATEGORY AND OVERALL

SLS AMG BEING HONOURED BY GERMAN TRADE JOURNAL "AUTO ZEITUNG".

TOP POSITION IN THE AUTOMARXX BRAND RANKING OF ADAC

EVEN ITS PRODUTION IS HALT IN 2014 BUT ITS STILL “THE PEOPLE CHOICE CAR”

THAT CAMPIGN HAS STILL EFFECT ON CAR LOVING PEOPLE.

SHOULD BE ROBOUST AND UNIQUE

DIFFENTITIATE YOUR PRODUCT AND THEN YOUR WAY

AND TRAFFIC FOR BIG BRAND ALWAYS USE

TRADITIONAL TECHNIQUES

NOW THE BIGGEST AND CHIPPEST WAY TO

YOUR CUSTOMER.

IT WAS AN INGENIOUS

TECHNOLOGY ASSEMBLED WITH ABSOLUTE PRECISION.

“ IT’S A STUNNER” “IT’S A SUPER CAR”