MERCEDES-BENZ Launches All-New 2010 E-Class: 'Everything We Know, Everything We Are: This is Mercedes-Benz'

Mercedes-Benz USA 23.06.2009 07:13
MERCEDES-BENZ Launches All-New 2010 E-Class: 'Everything We Know, Everything We Are: This is Mercedes-Benz' - car - Mercedes-Benz

As the all-new 2010 Mercedes-Benz E-Class goes on sale today at dealerships across the country, Mercedes-Benz USA (MBUSA) is rolling out its biggest marketing launch in recent years to herald the arrival of the ninth generation of its iconic sedan and its sibling coupe. The campaign is oriented around the theme "Everything We Know, Everything We Are: This is Mercedes-Benz."

"In a tough market, the strength of the Mercedes-Benz brand - rooted in timeless design, craftsmanship and innovation - has enabled us to outperform both the market and the luxury segment," said Stephen Cannon, vice president of marketing for MBUSA. "We're excited for a big launch of the ninth generation E-Class - the heart and soul of our brand."

The centerpiece of the new marketing campaign is a portfolio of broadcast and print executions created by MBUSA's lead agency Merkley+Partners (New York) and digital initiatives by Razorfish (Seattle). The campaign launches today with a six-week television flight, including early morning news, primetime, MLB, PGA and cable programming which runs through July. A second wave starts again in September and October on primetime premieres and into the start of the NFL and college football seasons. This will be complemented with a mix of gatefold, page and spread creative in print as well as on-line creative.

In the first broadcast spot called "What It's Made Of" (:30), the new E-Class sedan revisits its predecessors from generations past while the voiceover describes how that heritage of innovation -- which includes more than 50,000 crash tests and 889 safety patents and a world record for longevity and endurance -sets the stage for "one of the most technologically advanced automobiles on the planet."

The second spot entitled "Ignite" (:30), narrows the theme of how the past steers to segment-leading innovation with a specific emphasis on safety. The ad focuses on a new suite of safety technology featured in the new E-Class -- a combination not found anywhere else in the marketplace -- including Attention Assist, Lane Departure Assist, Distronic Plus, Blind Spot Monitoring, Intelligent Night View and nine airbags.

A third ad, called "Museum" (:30), intersperses scenes of families viewing generations of classic automobiles at the Mercedes-Benz museum in Stuttgart with shots of the new E-Class coupe on an exhilarating scenic drive, which ultimately ends with the coupe bursting through the glass wall of the museum to take its place beside its legendary predecessors.

There are also three 15-second spots which specifically discuss the safety technology of Attention Assist, Lane-Keeping Assist and Distronic Plus. These are designed to run at the beginning and end of pods and allow flexibility within special programming opportunities.

The complementary print campaign features four inspiring versions entitled "Future of the Automobile," "More Advanced," "Engineering Afficionados" and "Changes the Game." The vibrant campaign includes 117 insertions running in 28 titles (the majority from August to October) in lifestyle, sports and travel publications such as Architectural Digest, Bon Appetit, Conde Nast Traveler, Golf Digest, Gourmet, New Yorker, Tennis and Wired.

Eye-catching digital ads which utilize the new Online Publisher Association (OPA) - approved format and Computer Generated Imagery (CGI) - enhanced videos deliver high-reach and high-index publishers, including 3-D custom homepage takeover of the NYTimes, Reuters, Washington Post and Other initiatives include digital extensions of offline programs via FoxSports (MLB), Golf Channel and PGA as well as online media creative to deliver rich media and extensive product demonstration video on

The 2010 E-Class will also have a brand new section on, blending emotion-invoking images with useful, informational content for the consumer as well as eight video vignettes. The site's combination of immersive video, at-a-glance feature comparisons and third-party reviews provides a completely new online luxury car shopping experience for consumers. MBUSA is also turning to mobile Web applications for the first time, targeting users of devices like iPhones, featuring photo galleries, detailed overviews and customized vehicle comparisons as a means to drive consumers to showrooms and test-drive events.

Additional marketing campaign details include three 50-second radio spots and an E-Class direct mailing piece targeting current, former and prospective owners.

About Mercedes-Benz E-Class

About Mercedes-Benz E-Class

Starting at $48,600, the new ninth generation Mercedes-Benz E-Class will once again set the standard in terms of safety, comfort and advanced technology in the luxury market segment. The E-Class line-up will go on sale in the U.S. featuring the E350 and E550 coupes and sedans starting on June 22.

Vehicle Highlights

  • Standard Attention Assist -- advanced drowsiness detection system monitors more than 70 different parameters to alert drivers with visual and audible warnings.
  • Standard Pre-Safe -- unifies disparate safety elements, from adjusting the front-passenger seat positioning to closing the sunroof, helping to secure the cabin for a collision.
  • Standard Brake Assist -- provides additional braking force in emergency situations to help reduce stopping distances.
  • Distronic Plus with Pre-Safe Brake -- sophisticated collision mitigation system provides up to 100% autonomous braking to help reduce rear-end collisions.
  • Parktronic with Parking Guidance -- uses sensors in the front and rear bumpers to gauge distances in parking situations, enabling the driver to perform the correct maneuvers to park quickly and safely.
  • Adaptive High Beam Assist -- uses a camera mounted in the windshield to recognize oncoming traffic and adjusts the headlamps to reduce the dazzling effect on other vehicles. This technology allows headlamp range to be increased to up to 984 feet.
  • Most Tested Mercedes-Benz ever -- tests conducted with hundreds of test cars covering up to 6 million miles and 150 crash tests, more than any vehicle in our history.

About Mercedes-Benz USA

Mercedes-Benz USA, headquartered in Montvale, New Jersey, is responsible for the sales, marketing and service of all Mercedes-Benz and Maybach products in the United States. MBUSA offers drivers the most diverse line-up in the luxury segment with 12 model lines ranging from the sporty C-Class to the luxurious S-Class. More information on MBUSA and its products can be found at and

About Merkley+Partners

Merkley+Partners ( is a leading full-service advertising agency. Founded in 1993, M+P has more than a half-billion dollars in billings and 255 employees. Headquartered in New York City, clients include: Arby's(TM), AXA, Ferrero Rocher, Dave & Busters, Breville, Mercedes-Benz USA, Ruth's Chris Steakhouse, Abbott Laboratories, Cold-EEZE and Pinnacle. M+P is a wholly-owned subsidiary of the Omnicom Group, Inc. (NYSE: OMC), a leading global marketing and communications company.

About Razorfish

Razorfish is one of the largest interactive marketing and technology companies in the world. With a demonstrated commitment to innovation, Razorfish counsels its clients on how to leverage digital channels such as the Web, mobile devices, in-store technologies and other emerging media to engage people, build brand loyalty and provide excellent customer service. The company is increasingly advising marketers on Social Influence Marketing(TM), its approach for employing social media and social influencers to achieve the marketing and business needs of an organization. Its award-winning client teams provide solutions through their strategic counsel, digital advertising and content creation, media buying, analytics, technology and user experience. Razorfish has offices in markets across the United States, and in Australia, China, France, Germany, Japan, Spain and the United Kingdom. Clients include Carnival Cruise Lines, MillerCoors, Levi's, McDonald's and Starwood Hotels. Visit for more information.


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