MERCEDES-BENZ BREAKS FIRST CANADIAN BRAND CAMPAIGN
By Adnews Staff
Last week Mercedes-Benz Canada released its first brand campaign created specifically for the Canadian market. The television campaign, created by Lowe Roch of Toronto, uses the results of a consumer research study the automaker conducted last year. "The research we did confirmed that despite unprecendented growth for the brand in Canada and a wealth of new product offerings, some consumers still believed that Mercedes-Benz was a brand only for those who were older or richer," said Mercedes-Benz Canada director of marketing JoAnne Caza. "The new campaign will dispel that myth." The 60-second commercial uses the tagline "You're Ready" and introduces a character named Raymond.
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