Global superstar Nicki Minaj joins the international campaign which is created around around the claim “The new A-Class. Just like you.”, marking the launch of the new compact family of models. The campaign features a 360-degree content campaign at www.mercedes-benz.com/a-class as the central hub. This is where interested parties can find out why the A-Class is the ideal vehicle for the lifestyle of urban, digital savvy and connected people. The campaign message is: the new A-Class understands your personal peculiarities, preferences and needs- what makes you individual and unique. It is the first car that adapts itself to you – and not vice versa. Quite simply, it is just like you. TV commercial: emotional experience starring a celebrity A TV spot has been produced for the campaign which attractively presents and visualises the innovative features of the A-Class in an unexpected and creative manner. The spot “Like you” begins with the A-Class as a seemingly conventional car. A number of apparently standard features are mentioned. But it soon becomes apparent that this vehicle is different, digital and networked. Thanks to intelligent voice control, it can be addressed directly using the key phrase “Hey Mercedes”. The driver can use a smartphone to unlock and lock it, and the air conditioning can be controlled using simple voice control commands. A desire for music is also met on command by the A-Class. As if by magic, TIDAL artist-owner, Nicki Minaj suddenly appears on the front passenger seat in the TV spot and her music plays from the on… [Read full story]
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