Mercedes-Benz is launching a global campaign for the CLS coupe. The campaign includes print, TV and radio, pre-roll ads, an interactive web special and an iPad app as well as retail and interactive
marketing activities.
The campaign presents the CLS in a "purple-colored" cosmopolitan setting, according to a release from the Stuttgart, Germany-based automaker. The company said the
campaign will include 12 print advertisements with messages like "Sensuality and sense", and "Proud to present two high-lights."
Television advertising plays on the idea of choice of freedom.
A middle-aged man swaps his successful career for a simple life in the mountains. But when he sees the CLS on a mountain road he changes his life again.
Additionally three films will run
online and in cinemas, and as part of Mercedes-Benz alignment with Fashion Week. Model Karolina Kurkova appears with the vehicle on posters, print advertisements and internet at this week's
Mercedes-Benz Fashion Week Berlin.
There is also a fictional web special based on a short story by American author Joey Goebel. The story lets users virtually drive the car as main characters
in a story he wrote for Mercedes-Benz, "Sensuality and sense".
The company says highlights of the CLS are presented in additional short stories by Joey Goebel in the form of videos. A version
of the interactive web special optimised for the iPad will be available in the App Store in February.