ASIA-PACIFIC – CHINA, NOVEMBER 19, 2010 – BBDO Greater China launched today the new campaign for the Mercedes Benz A-Class, which seeks A-listers who are achieving their dreams. With the key tagline, “Are you ready?” the campaign prompts everyone who has always dreamed of owning a Mercedes Benz to finally do so.
Built on the communication positioning “Follow your own star”, the whole campaign includes teasers promote the A-Class core values, culminating with the arrival of the A-Class. The teaser print ads and videos feature six individuals whose bold actions, colorful personalities and intriguing personal journeys provide compelling stories.
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Top: Lexie Morris, owner of Lollipop Bakery; Zhu Jingjing, award-winning director; Kelly Cha, musician/DJ
Bottom: Liu Yang, artisan cheese maker; Shen Jian, BMX biker; Ji Shisan, writer/science promoter
Through the website www.areyouready.com.cn, viewers can learn more about the A-listers, become inspired by their experiences and participate in the A-Class pre-launch activities. The highlight is the "Becoming an A-lister" online competition where people can nominate themselves or their friends as A-listers and share their stories. Through an online template, users can create their own A-lister ad, upload videos, and get connected with like-minded doers. The campaign also leverages social networking platforms such as Renren.com and viral videos to spread the word. An eight-city road show also supports the campaign.
