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MEC launches Mercedes Benz A Class with experiential digital media campaign

Creates ‘A Class Pulsate contest’ in association with MTV

BestMediaInfo Bureau | Delhi | May 24, 2013

MEC has come up with a one-of-its kind integrated experiential digital media campaign for the launch of the new Mercedes Benz A Class. Aimed at creating hype around the unveiling of this swish new generation car the campaign has been designed and implemented by MEC Access, a part of MEC media in association with MTV.

The A Class Pulsate contest, which is a major digital media offensive campaign launched in continuation of Mercedes Benz India ‘2013: Year of Offensive’ strategy, has taken the social media space by storm including MTV Pulsate page, video sharing platform You Tube, photo-sharing websites Instagram and Pinterest. Interestingly, this is also the first ever and biggest public contest on Instagram in India.

The Pulsate contest has received a marvellous response from affluent youngsters, who are constantly on the move and socially very active.  Thus, generating immense buzz and noise around the the ‘Pulse of New Generation’: the A-Class much before its launch. Since the first the day of the launch, MTV has received 4000 picture registrations from party rockers in their party gear, while the Twitter score is rising every minute, with the contest trending nationally.

Eberhard Kern, Managing Director & CEO, Mercedes-Benz India commented, “The A-Class reflects the changing global trends of adapting to "Compact" luxury as witnessed in consumer goods categories like phones and electronics. We are confident that the consumers in India also are evolved and have similar outlook like their global peers and they would surely like the ‘New Mercedes-Benz design language’ as personified by the A-Class. The response to our digital campaign for the A-Class is extremely encouraging and only reinforces our belief”.

Talking about the campaign T Gangadhar Managing Director, MEC India said, “Today’s youth want speed, intelligence, elegance and a style and a brand like Mercedes personifies all these attributes. We strived to create an integrated campaign, which will encompass all the activities, which today’s youth like and the results are phenomenal.”

An open for all contest, one can enter the contest by logging onto the MTV website / pulsate and uploading a trendy party pictures or tag their photos with #AClassPulsate or logging on to Mercedes-Benz India corporate: to automatically qualify for the contest. The entries for which will immediately reflect on the contest website.

A dream come true contest the winner of the A-Class Pulsate Contest will take home the Mercedes Benz A-Class for a year or an all-expense paid trip to the party capital of the world, Ibiza! It does not end there with more surprises in store in the form of on the spot gratifications with youth icons Nikhil Chinapa and VJ Bani at the thirty six Pulsate theme events.

The Pulsate contest has set the party rockers pulse racing much before the launch of the new generation A-Class luxury compact car

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