ROCHE, MACAULAY INTRODUCING CANADIANS TO THE "NEW C"
By Adnews Staff
A new marketing campaign from Roche, Macaulay & Partners will bring Mercedes-Benz Canada's new sports sedan, called the "New C," to consumers instead of driving consumers to the "New C." The national effort broke yesterday with an eight-page insert in both French and English newspapers. In creating the strategy for the campaign, the Toronto agency aimed to change consumer's perceptions of a Mercedes-Benz vehicle, building on the cost feature of the car. Pricing starts at $37,450. The campaign will continue to rollout in shopping centres and public venues across Canada via "New C" displays. Additional promotion will include banner ads in local newspapers and a specially designed Web site at http://www.allnewC.com. A television component running throughout October will round out the campaign.