Mercedes-Benz campaign sees success with cinema

A recent cinema campaign involving the all-new Mercedes-Benz A-Class has made impactful sales and has proven incredibly successful for Mercedes-Benz. Utilising Cinemark’s media platform at Ster-Kinekor theatres, the internationally-recognised brand effectively used the big screen to fulfil a clear campaign objective – to reach a broader, younger audience and to highlight the big brand appeal of Mercedes-Benz.

Katharine Liese, Head of Strategy at Nota Bene commented, ‘We were tasked with making the jump into a broader audience and building brand association within a younger audience – and this was achieved using cinema and displaying our television material on the big screen. Cinema gave our client big brand appeal and the entertainment value of the ad also amplified the relevance on the screen.”

A cinema foyer activation formed part of an expansive ‘Activate-A Explore Your City Challenge’ which in turn drove consumers to the cinemas where they could log into a specific location and collect points. ‘The association with cinema was right for the campaign and the audience. The placement of the Activate-A boxes in cinema foyers was a great way to capitalize on dwell time and activate the brand within the younger target we were aiming at,’ concluded Liese.