Mercedes E-Class gets an early start

Halliday, Jean
September 2002
Advertising Age;9/2/2002, Vol. 73 Issue 35, p4
Trade Publication
This article looks at the advertising campaign of Mercedes-Benz USA for its new generation E-Class sedan in 2002. The flight post-September 23, 2002 is roughly six weeks, and includes magazines in October 2002, along with radio, outdoor and the Internet. According to Dave Schembri, vice president-marketing, the E-Class launch is the company's biggest in terms of ad spending by model line this year. The company spent $22 million in measured media last year on E-Class and $3 million in the first half of 2002, according to Taylor Nelson Sofres' CMR. Mercedes has targeted sales of more than 50,000 E-Class vehicles next year, according to Automotive News. In a spot from Omnicom Group's Merkley Newman Harty, New York, an E-Class owner does his chores in the car, including coaching soccer and trimming hedges. Another shows a man given three wishes by a genie, who gets bored waiting for his master to finish playing with his first, the E-Class.


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