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Market launch campaign for the new Mercedes-Benz CLA Shooting Brake: Designed for urban hunting.
Under the claim "Designed for urban hunting", the integrated market launch campaign stages the new Mercedes-Benz CLA Shooting Brake as a hunter stalking prey in the urban jungle. High above the roofs of the city or immersed in the depths of the vibrant nightlife – the CLA Shooting Brake is the ideal companion for people with active leisure pursuits and an individual lifestyle. As a perfect blend of coupé and estate car, it combines elegantly sporty design with above-average spaciousness and guarantees maximum recreational value. Furthermore, the fifth member of the compact car family is always linked up to the world around it via "Mercedes connect me".
"The CLA Shooting Brake is ideally suited to a young target group that seeks inspiring experiences and new challenges. With this in mind, we are showcasing the vehicle in an urban jungle setting and evoking a dynamic lifestyle which we refer to as 'urban hunting' - the hunt for thrills and adventures in the city. At the same time, we are also alluding to the essential form of the shooting brake, which originated from a hunting vehicle. We are sure that the new CLA Shooting Brake will strike a chord with our target group", says Dr Jens Thiemer, Head of Marketing Communications at Mercedes-Benz Cars.
The mix employed for the market launch campaign takes in all communication media. The print adverts show the CLA Shooting Brake in front of a breath-taking scenery above the roofs of various metropolises. From these impressive vantage points it looks out over the depths of the city in all its details and is able to focus on its next destination. The print campaign comprises three motifs and started on 2 March 2015 in daily newspapers and magazines throughout Germany.
With Nico Rosberg through the city at night
The TV spot shows the CLA Shooting Brake as a night-time hunter. It sits on a parking deck high above the city. Formula One driver Nico Rosberg walks towards the car and thanks to "Mercedes connect me" unlocks the vehicle with his smartphone. The drive through the darkness of the metropolis begins. The vibrant urban nightlife rushes by in atmospheric images: underground clubs, trendy bars and restaurants, a party on a rooftop terrace, a sneakers boutique and an art house theatre. The images are interspersed with dynamic driving scenes. The voice-over recites an homage to the players in this nightlife – and reaches its climax with the sentence: "I'll find you, wherever you are hiding". The TV commercial showcases the new CLA Shooting Brake with "Mercedes connect me" as the ideal vehicle for pursuing adventures in the big city. From 9 March 2015, the spot will air worldwide in lengths between 20 and 60 seconds ().
With the "Connected City" web special on a tour of discovery
The digital campaign "Connected City" shows the CLA Shooting Brake as an urban hunter above the rooftops of the fascinating metropolises of Frankfurt, Paris, Barcelona, Milan, Brussels and Tokyo. In each case, it is always in touch with the heartbeat of the city and ready for the next adventure. The web special is available online at and offers two levels. Level one provides the user with all relevant information about the vehicle. Those interested can use an animation to rotate the vehicle by 360 degrees and even have a close look at the interior through the camera lens. The six metropolises symbolise various aspects of the vehicle. Frankfurt stands for connectivity, Barcelona for the exterior design, Tokyo for safety, Brussels for comfort, Paris for the interior design and Milan for driving dynamics. For each city, four special vehicle features are presented in more detail in line with the respective topic. On the second level of the web special the user is immersed deeper into the metropolises and can experience up to nine hip hot spots for each city. These include galleries, bars, restaurants, fashion temples or concept stores. By clicking on a hot spot, the user learns interesting facts like in a trendy magazine and gets the particular addresses and contact information. In addition, the national hot spots can also be used by the markets as test-drive and event locations for marketing the vehicle.
Mercedes-Benz's creative agency Jung von Matt/Alster and next is responsible for designing and implementing the campaign.