BBDO/Proximity Singapore rolls out Facebook campaign for Mercedes-Benz B-Class launch

With the launch of the new Mercedes-Benz B-Class, BBDO/Proximity Singapore has launched a campaign targeting young married couples and families, positioning the car as ‘The shape of things to come’, fitting in with their future.

As a teaser to the car’s release, the campaign began on 6th July with the ‘Future You Awards’, an online engagement platform on Facebook, actively involving users by asking them to vote for either themselves or friends in categories such as a Future Eco Warrior, Future Visionary or Future Super Parent, in the run up to the launch event on 28th July.

At the launch activities demonstrated the B-Class’s key characteristics and product features, with highlights including demonstrations of Collision Prevention Assist and Active Parking Assist by Chief Instructor of Mercedes-Benz Driving Academy, Peter Hackett. Continuing to utilise the Facebook app, event highlights were posted to amplify the message.

Following the launch, the campaign will continue until November, showcasing the core features of the new B-Class, targeting those young families and married couples on the cusp of a new and exciting life stage.  It will demonstrate how the Mercedes-Benz B-Class is shaped for their future, not just in terms of a progressive design, but also with regards to the car’s spaciousness – catering to all their needs and the safety innovations that will protect their families from the potential hazards that lie ahead.

David Tay, Business Director at BBDO/Proximity Singapore commented “We are pleased to have played an integral role in the launch of the new Mercedes-Benz B-Class. Spanning an extensive through-the-line campaign which includes online plus an on-ground activation and engagement platform, the public can enjoy a hands-on experience with the car. Working together with our partners, MEC, Vocanic and Summer Productions, we aim to elevate the brand to greater heights and inspire a new generation of drivers for the shape of things to come.”

“As the leading innovative automotive brand, we consistently gear ourselves to provide our customers with exciting experiences via various engaging platforms and on-ground opportunities.  The launch of the new Mercedes-Benz B-Class focuses on fuelling the imagination for future expectations as well as giving an opportunity to experience the compact sports tourer’s dynamic features firsthand. The new design of the B-Class not only reflects a sportier stance, but also reveals the technological advancements which make it substantially more agile and efficient – aimed to inspire a new and younger set of Mercedes-Benz loyalists,” said Wolfgang Huppenbauer, President and CEO of Mercedes-Benz Singapore.