Flip Media launches online campaign for Mercedes` new CLS
The comprehensive teaser and reveal campaign aims to seduce car aficionados across the Middle East
Flip Media’s latest campaign for Daimler Chrysler Middle East is an online launch of Mercedes’ newest fleet member, the CLS. A teaser campaign kicked off the countdown to the launch of the CLS Class, due to take place in Lebanon. The teaser banners follow the lead of the CLS Class’ offline creative, adopting the line, “The technology of seduction.” The banner offers people the chance to enter their emails and personal information for a chance to win an invitation to the official launch of the CLS in Lebanon.
The teasers are followed by a reveal campaign that encompasses all aspects of online marketing, including online TV advertising through FlipCast as well as grassroots and viral marketing through video email shots. The campaign aims to reach as many people as possible to make them aware of the new addition to the Mercedes fleet.
Talking about the CLS launch, Ashraf Tamim, Marketing Manager, Mercedes Benz Middle East, said, ‘All CLS-Class online activities are bilingual and in total accordance with the offline advertising and take many creatives developed in Stuttgart into consideration.’
Arndt Schmidtmayer, eBusiness and CRM, Mercedes-Benz Middle East, described the creative concept of the CLS reveal campaign as a confluence of technology that will seduce the viewer. “For this exciting new product, the world’s only four-door coupe, with its worldwide claim ‘The technology of seduction’, we will seduce the Internet user with technology. We have achieved this with a teaser campaign, only letting the viewer see still and moving images of the front and the back of the car and then a full reveal campaign showing all aspects and the full car supported by a CLS micro site which has nearly 20 motives of seduction, a picture gallery, a beautiful screensaver and material from Ragheb Alama’s newest music clip that features the CLS and the Premiere event in Beirut.”
Flip Media is Mercedes-Benz Middle East’s online agency of record and has conducted more than 12 successful online campaigns so far. The CLS micro site is accessible at www.mb-me.com/cls.
