It’s time for football
from another star.
Mercedes-Benz kicks off the EURO 2012 campaign.
CO2 emissions (combined): 148-92 g/km.
Campaign kicks off
With just under three weeks to go until Germany’s eagerly awaited EURO 2012 opener against Portugal, Mercedes-Benz is further fuelling the sense of football fever. While German fans relish the prospect of their country’s first European Championship title since 1996 and trainer Joachim Löw prepares the team for what lies ahead, Mercedes-Benz will be getting its EURO 2012 campaign “The pulse of a new generation” rolling on 21 May from the team’s training camp in Tourettes, France. The campaign revolves around the German national A-team and the new Mercedes-Benz A-Class. The highlight of the campaign is an innovative TV and online advert
featuring key players from the national A-team, like Mario Götze and Manuel Neuer, playing side by side with the new A-Class and winning their way into the affections of the German fans.
Finger on the pulse.
Mercedes-Benz shows how it really has its finger on the pulse with its new A-Book on Facebook. Fans of the Facebook page “Der nächste Stern für Deutschland” (The next star for Germany) can collect exclusive videos of the key players online in this digital campaign album and share them with their Facebook friends. The Facebook page also offers up-to-the-minute information about the European Championship as well as other exciting features, such as the brand new Facebook Pulse app. This app enables every fan to show their friends their individual EURO 2012 fan pulse on their Facebook profile picture quickly and easily, as well as add the national team to their cover picture.
Young, bold, sophisticated.
“The new European Championship campaign picks up on the qualities of the national team and links them in with the A-Class in a really authentic way: the German team is young, bold and plays sophisticated, attacking football, so it fits in perfectly with the character of the new A-Class,” explains Anders Sundt Jensen, Head of Brand Communications Mercedes-Benz Cars. “It is via the digital channels especially that we are looking to get new target groups with a passion for football interested in Mercedes-Benz and in the new A-Class in particular.” At the launch of the campaign, Löw once again presented the team he has picked on his quest for Germany’s fourth European title. Mercedes-Benz brand ambassadors Mario Götze and Benedikt Höwedes and the team come across really well with their likeable manner, while demonstrating that there is no doubt about the task ahead. “It’s all down to us now,” says Höwedes, underlining how high the German team is aiming at EURO 2012.
and the national A-team.
The freshly unveiled A-Class also forms part of the campaign. With its bold, sporty design, the car is just a perfect match for our youthful, ambitious players.
And the dynamic looks make the A-Class emblematic of the team’s power too, as German team manager Oliver Bierhoff remarks.
Eye-catchers with a difference.
Football unites. But to make sure the campaign doesn’t just inspire football fans, Mercedes-Benz is backing it up with further spectacular events and initiatives. The fastest way to the fans’ hearts is undoubtedly at the DTM German Touring Car Championship, where the starting grid will include two Mercedes-Benz DTM racing cars emblazoned with the slogan “Der Pulsschlag einer neuen Generation” (The pulse of a new generation), something which is guaranteed to set pulses racing amongst spectators and rivals alike. A fleet of ten Mercedes-Benz Actros trucks is bound to grab attention too when they hit the road carrying both the claim in XXL format and part of the crew. And as if that still wasn’t big enough, the Mercedes-Benz sales and service outlet in Munich is going one better by covering its exterior with a giant 1000 square metre plus banner wishing the German team good luck.