An IMC Marketing Campaign I created for my introduction to advertising class I took in 2020. Special thanks to Barry Smith, my professor, for teaching me.

1. Mercedes EQ-Class
IMC Campaign by
Miles Minnaar

2. Executive Summary
Adapt Customer
Acquisition01 Increase Digital
Presence02
Emphasize
Sustainable
Practices through
Media Channels
03
Debunk
Electric/Hybrid
Myths
04

3. Employing Mercedes-Benz’
Marketing Strategy
To increase digital presence, interactivity, sales acquisitions, and sustainable
practices
01 02 03 04
SWOT
Major
competitors
Overview
Breakdown of
campaign
Elements
Individual
elements in mix
Measure
Strategies to measure
effectiveness

4. Business Objectives

5. VISIO
N
Maintain #1 Spot in Premium Cars
Create Sustainable Production & Profitability

6. DigitalElectricROS
2020 Objectives
Increase Emphasis
on Digital Presence
Continue to
Build/Develop
Luxury Electric
Cars
8% to 9% Return on Sales

7. Market Plan

8. • Rated #1 Premium
Car Brand
• Asset-Heavy
• Investment in R&D
• Strong Branding
• Negative Free Cash
Flow
• Competitive Market
• Demand-forecasting
• Easing of Trade
Tensions
• Increased Digital
Presence
• Low oil/gas prices
• Global Pandemic
• Premium/Luxury Auto
Brands
• Loss in Stakeholders
& Shareholders
SWOT ANALYSIS
Strengths Weaknesses Opportunities Threats
01 02 03 04

9. Branding
Mercedes-Benz is a global
powerhouse in terms of luxury
vehicles.
R&D
Mercedes-Benz has invested
$1,722,000,000 into R&D.
Asset Heavy
Mercedes-Benz is not very liquid, but
has an impressive array of assets
#1 Premium
Mercedes-Benz is rated the #1
Premium Car Brand
Strengths
Buyers go into the sale
understanding the prestige and
history of the product
Global/Political push for
cleaner, more sustainable
travel calls for R&D towards
electric.
Coronavirus is hitting the
market hard, but owning land
and plants allow for continued
(constricted) production.

10. Forecasting
Mercedes-Benz struggles with over-
producing.
Market
Mercedes-Benz is battling for market
share
Free Cash
Flow
Mercedes-Benz is sitting with a
significant negative balance.
Weaknesses
Redistribution will be more
difficult with no money to pull
from.
Over-production of vehicles
creates worse inventory
turnover rates. This is
heightened by massive decline
in sales due to Coronavirus.
Toyota & BMW are +/- 1% of
Mercede’s market share
(13.85%).

11. Oil Prices
Low oil prices incentivize auto
purchases.
Digital
More digital channels are opening.
Trade Tensions
Looser global trade regulations keep
manufacturing costs low.
Opportunities
Cheaper manufacturing costs
can help reach 8% ROS.
Opportunity to capitalize in
market share.
New social media platforms
and online techniques provide
ample opportunity for
Mercedes-Benz to expand.

12. Shareholder
Loss
Investors worried about imminent
financial threat pull out of stocks to
increase individual liquidity.
Competition
Market contenders threaten to
overtake Mercedes-Benz.
Pandemic
Auto purchases rapidly declined due
to Coronavirus.
Threats
Sales drop in Q1: 16%
Loss of Shareholders = smaller
budget for Q2
Lexus (Toyota) is a few tenths
of a percent from overtaking
Mercedes-Benz’ #2 market
share position. Tesla
commands electric auto
market.

13. Revised Marketing Objectives
Due to Global Pandemic and Massive Market Decline
Adapt Customer
Acquisition01 Increase Digital
Presence02
Emphasize
Sustainable
Practices through
Media Channels
03
Debunk
Electric/Hybrid
Myths
04

14. • Available for Purchase
- Digital Engagement
- Brick & Mortar
Distribution
• Promotional Mix
- PR
- Advertisements
- Direct Marketing
- Out of Home/Transit
- Internet/Social
- Mobile
- Alternative
Promotion
• Concept – N/A
- Discounts
- Financing
Price
Overview of Marketing Strategy
• Luxury Electric
- Quiet, Calm, Clean,
Smooth
- Refined Performance
- Cutting-Edge Styling
- In-Home Charging
Solutions
Product

15. Target Market
Those who are environmentally
aware who deserve sleek,
powerful, and modern vehicle.
Mercedes-Benz or Tesla deviators
who wish to sport a stylish vehicle
that saves money and turns
heads.
• Demographic
• Psychographic
• Geographic
• Behavioral
Primary Audience Secondary Audience Segmentation

16. Segmentation Breakdown
Demographic:
- 25-45 years old
- Upper-middle
class
- Married, recent
parent
- Higher
education
01
Psychographic:
- Environmentally
Conscious
- Work/Life
Balance
- Professional
- Golf, racing,
marathons02
Geographic:
- City-slicker
- Urbanite
- White-Collar/
Gentrified
areas
- Clean air
03
Behavioral:
- Brand Loyal/
Brand Chaser
- Bigger ego
- Social
acceptance
- Stand out
04
Each segment breaks down how we target the consumer. The EQ class prospect is a white-collar, professional, young-at-
heart consumer.

17. Tesla Marketing Strategy
02
03
Social Media
CEO highly interactive
Through multiple SM
channels
Transparency
Multiple product testing failures
broadcast to interested
customers
Unheard of Idea
Announced on social media.
Generates buzz
Product Reveal
Massive hype
surrounding event
04
$0 Marketing
Budget
A strong, informal route to garnering buzz. Elon
Musk is active on social media and his “childish or
playful” actions gain attention.
Consumer-Oriented
Tesla’s social media attention comes from
playful activities, not from any product-related
specifics.
01- Emotional campaign
- Brand image focus
- Consumer benefits

18. Chevrolet Marketing Strategy
02
03
TV Broadcast
Not hitting target
market effectively
Billboards
Near tech-heavy
industry
Digital Ads
Tech websites
Price Point
200 Miles for $30,000
04
Rational Appeal
Each advertisement positions the technical or price-
point specs of the Chevy Volt.
Product-Oriented
Positions the Chevy Volt into a cheaper, longer
driving electric hybrid compared to its competition.01
- Brand Awareness

19. BMW Marketing Strategy
02
03
World
Premiere
Live-Streamed Auto
Show
Print & Online Shoots
Showcase car in urban/everyday
environments
Website & App
Showcasing range, 360°
panorama of interior
TV Campaign
Increased buzz and
awareness
04
Rational Appeal
Information based, identifying technical
specifications of the i3 & i8 models.
Product-Oriented
Uses generic-claim of electric vehicle. Relies
on both BMW brand name and prestige.01
- Brand
Awareness

20. Brand Positioning Map
High
Price
Low Price
High
Appeal
Low
Appeal

21. Implementation
Specific Elements & their Creative Focus
02 Newspaper, Magazine,
Radio, Television
Advertising
04 Highlight Financing
Opportunities
Sales Promotion
05Digital ads, social media
campaign: “#MerSAVEdes”,
Microsite
Internet & Social Media
03Billboards, Airports, Trains
Out-of-Home & Transit
01News Releases, Interviews
Public Relations

22. Implementation
Specific Elements & their Creative Focus
07 Car Reveal Process, Gas
Stations, Farmers’ Markets
Alternative Media
06Augmented Reality
Mobile

23. Brand Equity
- Logo:
- The Mercedes-Benz logo is known worldwide. It sets the company apart.
- Slogan:
- “The Best or Nothing”. This is consistent with Mercedes-Benz’ brand image.
- High Brand Awareness:
- #2 in market share, owning 13.85% of luxury car brands. High customer awareness and competitive economies-of-
scale.
- Brand Image:
- Luxury, Premium, High-Tech, Clean, Modern, Sleek. These associations form the personality of Mercedes-Benz
- Colors:
- Sleek, monochromatic colors stay consistent with brand image.
- Innovators:
- History of innovating (beginning with the 1st automobile). Customers look to Mercedes-Benz for the highest-tech
products.
- Loyalty:
- 84.1% of Mercedes-Benz customers stay loyal to the brand and are likely to purchase a second M-B vehicle.

24. • Mercedes-Benz has a
fascination with the
new, the powerful,
and the sleek.
• M-B customers are
fascinated by the
product and the
philosophy of the
company.
• Known to be long-
lasting, pay for what
you get vehicles.
• Detail-oriented: every
minutia is
documented and
purposely placed.
• Repairs are few and
far between.
• Monochromatic, dark,
powerful, yet smooth
and contoured.
• Each detail is not
overbearing, but 1000
little details add up to
beauty and grace in
M-B vehicles.
• Historic track record
of automotive
innovation
• Customers
understand the world
class research
undergone to create
the newest M-B
technology.
Brand Image
Fascination Perfection Sleek Innovative
01 02 03 04

25. 65%Reported loyal to M-B
35%Considered another brand

26. Communication Objectives
The IMC Should:
Fascinate Interest Excite Invite
Create a sense of wonder
about the history,
technology,
and prestige.
Spark interest into the
Investment of an EQ.
Generate excitement for
an investment in an EQ.
Call to action in specific
media channels to
Invest in EQ.

27. Features Benefits
Luxury Electric An electric vehicle that prides itself in its luxury status.
Sets this apart from most electric vehicles.
Leather Seats Leather, heatable/coolable seats that bring comfort and
class into the vehicle.
M-B Prestige The M-B logo turns heads and brings class and prestige
to the vehicle and her driver.
Sustainability M-B’s electric design reduces direct emissions to 0,
cleaning the air for our beautiful planet.
Long-Range The battery system is one of the longest-lasting in the
electric auto industry. Longer trips are more feasible.
Electric Drive System (EDS) The EDS surpasses mechanical drive systems due to
increased torque, acceleration, and no-lag to the wheels.
Sophisticated Interior M-B’s EQ interior makes the driver feel as though he is
sitting in first class.
Modern Exterior The curvy, modern exterior provides contour and power
to the already powerful EDS.
Cutting Edge M-B’s EDS along with the rest of its world-class
engineering makes EQ the cutting-edge of electric
automotive.
In-Home Charging Solutions Charging stations at home can quickly and cheaply re-
charge an EQ in under three hours.
Fast-Charge Adaptable The ever-increasing public fast-charge stations are able
to charge EQs in even faster times.
M-B Navigation Destinations are calculated with charging stations routed
on the way, giving priority to fast-charge stations.
Quiet & Smooth The EDS provides quiet, noiseless travel which reduces
noise pollution and helps the driver tune into the radio.
LED Headlights Powerful LED headlights cut through the darkness,
keeping you and animals safe.

28. Features Benefits
Customizable All M-B vehicles are customizable through M-B’s
website. Customizability provides an interactive
experience to the customer.
Safe EQ’s lithium-ion batteries are inherently safer than
combustion engines and are programmed to shut off in
the event of an emergency.
AWD EQ’s all-wheel drive system enhances grip and steering
in inclement weather.
Longevity Less mechanical technology inside the car reduces the
amount of wear-and-tear, meaning less trips to the
mechanic.

29. Public Relations
Key Strategy This IMC Element will convince car enthusiasts aged 25-45 that Mercedes-Benz will
produce a new line of electric powered vehicles that will create a more sustainable planet.
News
Releases
Official press
releases on M-B
developments
Interview
s
Thorough technical
interviews with the
engineers
Sponsorships
Grass-Root
Sustainability
Movements

30. Advertising
Key Strategy This IMC Element will convince brand loyal, environmentally conscious consumers to
invest in an EQ.
Newspaper
Newspaper ads will
target older
generations.
Magazine
Magazine ads will
target younger,
more scientific
readers.
Radio
Radio spots provide
audial stimulus to
provoke fascination.
Television
TV spots excite
viewers into the
visual look of the
car.

31. Out-of-Home & Transit
Key Strategy This IMC Element will convince upper-middle class commuters and travelers to consider
the investment in an EQ.
Billboards
Displays the
exterior of the EQ
near Urban, tech-
heavy
environments.
Trains
Ads inside trains
and subways,
showcasing exterior
and a few key
features.
Airports
Ads inside terminals
showcasing exterior
and a few key
features.

32. Sales Promotion
Key Strategy This IMC element will convince tentative, younger, social-chasers to build buzz for EQ
preorders.
Financing
0% financing for 84
months offered for
pre-order
purchases.
Pre-Order
Effectively buying
into the
development of EQ
at a lower price.
Contests
Contests across
social media
platforms to
promote
sustainability and
EQ awareness.

33. Internet & Social Media
Key Strategy This IMC element will convince web browsers, and those interested in technical specs to
pre-order EQ.
Digital Ads
Ads linking to
microsite for further
information
Social
Campaig
n
Social media
campaign focused
on sustainability
movements
Microsite
Microsite to
customize, learn
about, and pre-
order EQ.
Interactivity
Dedicated team to
inciting discussion
and responding to
questions through
forums and social
media channels.

34. Mobile
Key Strategy This IMC element will convince younger and older alike to get excited about their upcoming
pre-order purchase, as well as highlight the environmental impact of the purchase.
AR
Augmented Reality
used to give 360°
panorama of
interior/exterior of
the car
Unboxing
After pre-order, your
key arrives in a neat
box, which prompts
a scan to unleash
an AR version of
your customized
car.
App
Transparency is
key. Showcase
where resources
are obtained.
Highlight
sustainable
practices.

35. Alternative Media
Key Strategy This IMC Campaign targets older, environmentally conscious folks that Mercedes-Benz’ will
reduce their travel costs while helping the environment.
Gas
Stations
Charging station
advertisements
placed in and
around gas stations.
Farmers’
Markets
M-B EQ logos in
farmers’ markets on
crates and stalls to
promote
sustainability.
Car Reveal
Murals slowly
added onto,
showcasing key
features. Employs
minority & second-
chance workers.

36. Strategy
Product-Oriented
USP: Mercedes-Benz strives to create an electric future. The EQ series will
allow for cheaper costs and a healthier world. With the EQ’s Electric Drive
System, both of these goals are achievable.
Feel Message: Customers are buying into the Mercedes’ brand, the
sophisticated attitude, the respect of their peers, and a sustainable lifestyle.
The push for electric while toting M-B’s brand and EDS makes this
combination the most reasonable to employ. Customer’s want prestige and
class, lower costs, and help the environment. These strategies do just that
most effectively.

37. Message Appeal
The appeal of this campaign leans closer to emotional on an emotional/rational
spectrum.
- The status and trendsetting appeal targets the emotional aspect of the
buyer. Saving the planet is in right now.
- The information to understand why EQ is saving the world creates a rational
appeal.

38. Tone: emotional
Mercedes-Benz EQ is grass-roots meets world-class engineering. Like
gentrification without the displacement. A rustic charm. Transparency and
openness with clean, sleek media.
- Show through pleasing, non-studio content. The EQ series must be seen
interacting with the target market in places that are familiar to them: busy
highways, farmers’ markets, urban parks.

39. Traditional
Advertisements

40. Recap: Revised Marketing Objectives
Due to Global Pandemic and Massive Market Decline
Adapt Customer
Acquisition01 Increase Digital
Presence02
Emphasize
Sustainable
Practices through
Media Channels
03
Debunk
Electric/Hybrid
Myths
04

41. Traditional Advertisements
Recommended
• Spots increase
product
awareness,
educate viewer,
call for pre-order
• June-September
• News, Sports,
History,
Technology
• Addressing
customer
acquisition &
debunking electric
myths
Recommended
• Newspaper and
Magazine ads
increase product
awareness, show
the EDS system
and its benefits
• June-September
• History,
Technology,
Finance
• Addressing
customer
acquisition &
debunking electric
myths
Recommended
• Radio spots create
wonder and
fascination about
the EQ series
• June-September
• Finance, News,
History, Classics
• Increasing digital
presence,
debunking electric
myths
Recommended
• Billboard,
subway/train, &
airport terminal
ads inspire and
educate about EQ
series
• June-September
• Tech-heavy, city
area, subways,
airport terminals
• Emphasizes
sustainable
practices &
debunking electric
myths
Broadcast Print Radio Outdoor

42. Broadcast Breakdown
• TV spots will
increase product
awareness of the
EQ line. This is
crucial during the
birth of a series.
• The TV spots will
further push the
EDS system and
its impact on the
environment,
expanding the
target market.
• The spots end with
instructions to the
microsite for pre-
order purchasing.
• The spots will air
from June –
September. This
allows four months
of continuous
increase in brand
awareness.
Specific spots
(including generic)
• June - Father’s
Day
• July –
Independence Day;
Olympics
• August – Olympics
• September -
• The EQ spots will
go through
programs
surrounding Sports,
History, News, &
Technology.
Specific Channels
• Sports: NBC,
ESPN,
• History: History,
PBS
• News: NBC, Fox,
CNN
• Technology:
Discovery, Science
• Addresses
customer
acquisition &
debunks electric
myths.
• Emotional,
Product-oriented
approach.
Takeaway Timeline Programming Objectives/
Strategies

43. Print Breakdown
• Newspaper
advertisements
(half page)
introduce the look
of the EQ series &
explains the EDS
& its effect on the
environment
• Magazine ads (full
page) introduce
the look of the EQ
series & explains
the EDS & its
effect on the
environment.
• The ads end with
instructions to the
microsite for pre-
order purchasing.
• The ads will air
from June –
September. This
allows four months
of continuous
increase in brand
awareness.
Specific spots
(including generic)
• June - Father’s
Day
• July –
Independence Day;
Olympics
• August – Olympics
• September -
• The EQ ads will go
through programs
surrounding Sports,
History, News,
Technology, &
Finance
Specific Magazines
• Sports: ESPN,
Sports Illustrated,
Golf Digest
• History: National
Geographic, History
• Technology: Wired,
Popular Mechanics,
Road & Track,
Motor Trend
• Finance: Money,
Forbes, Bloomberg
• Addresses
customer
acquisition &
debunks electric
myths.
• Emotional,
Product-oriented
approach.
Takeaway Timeline Programming Objectives/
Strategies

44. Radio Breakdown
• Radio spots will
create excitement
for the upcoming
EQ series through
audial stimulation.
• The ads will air
from June –
September. This
allows four months
of continuous
increase in brand
awareness.
Specific spots
(including generic)
• June - Father’s
Day
• July –
Independence Day;
Olympics
• August – Olympics
• September –
“September” –
Earth, Wind, & Fire
• These spots will
play on radio
genres during peak
hour and rush hour.
Channel Genres:
• Finance
• News
• Technology
• Classic Hits
• Addresses
customer
acquisition &
debunks electric
myths.
• Emotional,
Product-oriented
approach.
Takeaway Timeline Programming Objectives/
Strategies

45. Outdoor Breakdown
• Billboard,
Train/Subway, &
Airport Terminal
ads inspire and
educate the viewer
about EQ’s EDS
system and its
impact on the
environment.
• The ads showcase
technical specs
and details
regarding the
reduced emissions
• The ads will air
from June –
September. This
allows four months
of continuous
increase in brand
awareness.
Billboards can be
staggered for monthly
updates
Specific Ads
(including generic)
• June - Father’s
Day
• July –
Independence Day;
Olympics
• August – Olympics
• September -
• The ads will go on
all major US
subways and over-
ground metro
systems.
• Busy airport hubs
will sport the ads as
well
• Billboards stand
around tech-heavy
industries and busy
cities.
• Emphasizes
sustainable
practices &
debunks electric
myths.
• Emotional,
Product-oriented
approach.
Takeaway Timeline Programming Objectives/
Strategies

46. Digital
Advertisements

47. Digital Advertisements
Recommended
• Digital ads, a
microsite, and
dedicated
interactive team
showcase the EQ
series and its
impact on the
environment.
• June-September
• Sports, History,
Technology, News,
Automotive
• Hits all four
marketing
objectives
Recommended
• A social media
campaign focusing
on grass-roots
movements to
juxtapose M-B’s
care for the
environment.
• June-September
• Reddit, Instagram,
Facebook, Twitter,
Snapchat,
YouTube
• Hits all four
marketing
objectives
Recommended
• Email campaign to
introduce EQ
series to M-B
customers
• June-September
• Increasing digital
presence,
Increase brand
awareness
Internet Social Media Direct Marketing

48. Internet Breakdown
• Digital ads, a
microsite, and
dedicated
interactive team
showcase the EQ
series and its
impact on the
environment.
• The digital ads
highlight the specs
of the EQ series,
and links to the
microsite.
• The EQ microsite
provides
customizable EQ
cars and specific
details. Pre-order
purchases
happens here.
• The microsite goes
up in June and
stays up
indefinitely. This
keeps the EQ
series pushing to
the forefront.
• The ads will be
targeted based on
the website it’s
hosted on
Ad hosts genres:
• Sports
• History
• Technology
• Finance
• The internet mix is
hitting each of the
four marketing
objectives for this
four months.
• Emotional,
Product-oriented
approach.
Takeaway Timeline Programming Objectives/
Strategies

49. Social Media Breakdown
• A social media
campaign
following grass-
roots sustainability
movements will
juxtapose M-B’s
passion for the
earth.
• A dedicated team
to interact with
users on social
platforms will
increase customer
loyalty.
• The campaign will
run from June –
September. This
allows four months
of continuous
increase in brand
awareness.
• The social media
campaign as well
as the dedicated
team will span
across multiple
social platforms:
• FaceBook
• Instagram
• YouTube
• Twitter
• Snapchat
• Reddit
• M-B Forums
• Hits all four
marketing
objectives
• Emotional,
Product-oriented
approach.
Takeaway Timeline Programming Objectives/
Strategies

50. Direct Marketing Breakdown
• A direct email
campaign creates
sales funnel leads
from loyal
customers. It also
educates
customers on the
sustainable
technology
implemented in the
EQ series.
• The ads end with
instructions to the
microsite for pre-
order purchasing.
• The email
campaign begins
in June and ends
in September.
• Bi-monthly email
sent out with
specially designed
digital pamphlets
of the EQ series.
• A database of past
and current
customers will be
utilized to email
them directly.
• Addresses
customer
acquisition &
debunks electric
myths.
• Emotional,
Product-oriented
approach.
Takeaway Timeline Programming Objectives/
Strategies

51. Sales Promotions

52. Sales Promotions
Recommended
• Each In-Store
strategy is
recommended to
be doubled to Out-
of-Store
• June-September
• Financing & Pre-
Ordering Options
are provided in-
store to increase
sales acquisition
Recommended
• Financing, Pre-
Ordering Options,
and a Social
Media Contests
promote a
sustainable future
and generate buzz
for the EQ series.
• June-September
• Financing, Pre-
Ordering Options,
and a Social
Media Contest
increases digital
presence, and
emphasize
sustainability.
Recommended
• Each of these
three techniques
should be used in
conjunction with
each other to
promote digital
presence, and
sustainability
practices.
• Extended
financing for
returning
customers
In-Store Out-of-Store Combo

53. In-Store Breakdown
• Financing and Pre-
Ordering Options
create a monetary
incentive to
purchase the EQ
series.
• 0% financing
• Pre-ordering at a
lower price
• This promotion
runs from June –
September. This
allows four months
of hopeful increase
in sales.
• Financing and in-
store pre-ordering
should be available
in each Mercedes-
Benz dealership.
• Addresses
customer
acquisition
• Emotional,
Product-oriented
approach.
Takeaway Timeline Programming Objectives/
Strategies

54. Out-of-Store Breakdown
• Financing, Pre-
Order Options,
and a Social
Media Contest will
generate buzz and
promote
sustainable
practices.
• The social media
contest has
younger
generations
interact with older
generations to
plant gardens
together. This
creates the M-B
start of a new
generation, of a
cleaner
automotive.
• All three
techniques will be
employed from
June to
September.
• The financing and
pre-order options
can be found in-
store or on M-B’s
EQ microsite.
• The Social Media
contest will be
hosted on:
• Facebook
• Instagram
• Promotes
sustainable
practices,
Increases Digital
Presence
• Emotional,
Product-oriented
approach.
Takeaway Timeline Programming Objectives/
Strategies

55. PR & Alternative

56. PR & Alternative Media
Recommended
• News Releases,
Expert Interviews,
and Sponsorships
will increase brand
awareness,
educate
customers, and
increase digital
presence.
• June-September
• Addressing
customer
acquisition &
debunking electric
myths.
Recommended
• Gas Station Ads,
Farmers’ Markets,
and Murals will
generate buzz
about EQ’s eco-
friendly EDS.
• June-September
• Debunking electric
myths,
Emphasizing
sustainable
practices,
increasing brand
awareness.
Recommended
• EQ’s app allows
an Augmented-
Reality (AR), 360°
view of your pre-
ordered, customized
vehicle.
• June-September
• Increasing digital
presence,
Increase Customer
Acquisition
PR Alternative Mobile

57. PR Breakdown
• News Releases,
Expert Interviews,
and grass-root
sustainability
movement
sponsorships will
create a stronger
eco-aware M-B
brand name.
• News Releases
update customers
on EQ
developments
• Expert Interviews
educate on the
eco-friendly EDS
• Sponsorships build
M-B’s eco-brand
name.
• The ads will air
from June –
September. This
allows four months
of continuous
increase in brand
awareness.
• News releases will
be directed to the
DM email
campaign, as well
as M-B’s microsite.
Blogs and articles
will generate buzz.
• Expert interviews
will be hosted
through YouTube,
Vimeo, and
embedded on M-
B’s microsite.
• Sponsorships will
be found and
supported and
documented
through social
media platforms
and M-B’s
microsite.
• Addresses
customer
acquisition,
educates
customers on
sustainable
technology,
debunks electric
myths.
• Emotional,
Product-oriented
approach.
Takeaway Timeline Programming Objectives/
Strategies

58. Alternative Breakdown
• Gas Station ads
will attract gas-
driving cars to
learn more about
electric systems.
• Farmers’ Market
logos will
associate M-B’s
brand around
sustainable
practices.
• Continuous murals
hiring minorities
and second-
chance people will
draw attention to
new details of the
EQ series.
• The ads will air
from June –
September. This
allows four months
of continuous
increase in brand
awareness.
• June – Mural is
finished
• The gas station ads
will be placed on
any major gas
station who accepts
this. Incentive to
place this ad will be
a discount on
charging stations in
the future.
• Farmers’ markets
around major urban
areas will be M-B’s
focus.
• Murals will be
placed in the heart
of busy,
metropolitan areas.
• Addresses
customer
acquisition &
debunks electric
myths.
• Emotional,
Product-oriented
approach.
Takeaway Timeline Programming Objectives/
Strategies

59. Mobile Breakdown
• M-B’s EQ app will
allow for
Augmented Reality
viewing of your
pre-ordered,
customized
vehicle. Your key
is shipped with a
code to enter.
• Pre-built models
can also be
viewed in 360° in
AR through the app.
• The app creates
excitement for the
vehicle and
educates the
customer about the
technical specs.
• The app will
launch in June and
run indefinitely
• The app is purely
digital and can be
found on any smart
device.
• Addresses
customer
acquisition,
debunks electric
myths, &
increases digital
presence.
• Emotional,
Product-oriented
approach.
Takeaway Timeline Programming Objectives/
Strategies

60. As a thank you,
extended financing
options are made
available for four
months for returning
M-B customers.
Financing
News releases which
are emailed to the
current and previous
M-B customers will
educate them on the
new EDS system.
News Releases
Retention Strategies
The direct marketing
email campaign draws
from current and
previous M-B
customers. This will
entice customers back
into the sales funnel.
Email Campaign

61. IMC Timeline
July
01
June
1
Aug
01
Sept
31
Each IMC
element begins
Mural is
complete
Social Media
Contest push
Social Media
Contest Winner

62. Social Media
Increase in followers and interactivity
Microsite
Increased visits measured through
PPC on digital ads
EQ Product Awareness
Increased awareness for EQ’s line
measured through direct mail
surveys
Pre-Orders
Increased number of pre-orders
Measurement Strategies