Online Panel Gives Mercedes Green Light On SLS TV Spot
Automotive News, Monday, January 25, 2010 10:36 AM
Mercedes-Benz USA recently asked a year-old online owners panel to give thumbs up or down on a rough cut of a spot for the upcoming gull-wing 2011 SLS AMG. Only several hundred vehicles will be available in the U.S. this year, but the car marks "a big brand moment," according to vp of marketing Steve Cannon.
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Cannon says agency Merkley & Partners "delivered okay work," but he asked for revisions five times because "this had to be great." Then, late last year, the company asked the roughly 1,400 online members of its Mercedes' Advisors panel to join Cannon in a live chat about the spot. About 30 panelists viewed the ad and chatted about it afterward. "They absolutely loved it," Cannon says. The commercial is now set to air in May.
Since its inception, the panel has participated in more than 40 polls, 60 discussions and six live sessions with executives, Jean Halliday reports, on topics ranging from dealership experiences to vehicle badging.
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