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Mercedes-Benz targets its youngest buyers, consumers in their 20s, in a multimedia campaign for its C-Class vehicles, the lowest-priced line from the automaker.
The effort, from Merkley Newman Harty & Partners, New York, breaks July 24 with a 30-second TV spot for the new C230 sports coupe. The spot will air in 15 markets.
With a starting price of $24,950, the entry-level luxury segment C230 is aimed at 25-35-year-olds, said Rich Anderman, general manager of marketing communications at Mercedes.
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