Mercedes-Benz A-Class 2013 Essay

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FAIRFAX MEDIA CASE STUDY:
Mercedes-Benz A-Class

Mercedes-Benz drove consideration and purchase intention among its target audience with Fairfax Media
Mercedes-Benz partnered with Fairfax Media to launch the new A-Class model through an advertising campaign across online, mobile and print publications including Sunday Life, Good Weekend, The
Melbourne and The Sydney Magazines. It proved to be incredibly successful, with significant lifts in awareness levels, brand consideration and purchase intention evident after exposure to the campaign
Campaign Objectives

Campaign Period

Creative Execution

» To drive awareness of the
Mercedes-Benz A-Class.

» March 2 – 27, 2013

The Mercedes-Benz A-Class campaign was executed as a cross-platform campaign amongst
Fairfax Metro digital properties
(as masthead homepage buyouts); OTP’s on the Fairfax Metro mastheads m-site homepages; and as print full page ads in the
Good Weekend, Sunday Life, The
Melbourne Magazine and The
Sydney Magazines.

» To increase consideration of the
Mercedes-Benz A-Class amongst new car buyers (those intending on buying a small sized car valued above $30k).
» To increase purchase intention of the Mercedes-Benz A-Class amongst new car buyers.

Target Audience
People aged 25 – 39 years

Research Methodology
A simultaneous capture of control/ exposed sample was employed, with both control and exposed groups receiving an email invitation to complete the survey after exposure to the online advertising. (n=1,698)

FAIRFAX MEDIA CASE STUDY:
Mercedes-Benz A-Class

Cross-platform campaign with Fairfax Media provides incremental value for Mercedes-Benz
The Results
» 
Overall, the campaign did exceptionally well across the total exposed sample with significant lifts across all brand metrics, and performed equally well in reaching its target audience of people aged 25 – 39 years, showcasing upward movements across all brand metrics.
» 
The campaign also performed very strongly amongst people in the market to purchase a small sized car valued above $30,000, with significant lifts in both brand consideration and purchase intention.
» 
The creative execution was perceived very positively by the exposed audience, with brand linkage to
Mercedes-Benz very high among the entire sample,

Campaign Impact
Overall
Campaign Effect

Total Sample

Target
Audience
(25 – 39’s)

New Car
Intenders

Top-of-Mind Awareness
Show More

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