The Mercedes-AMG GT campaign is beginning its assault on the hearts of sports car enthusiasts under the banner “Handcrafted by Racers”. Pure fascination and high-end technology: with the new GT, Mercedes-AMG is positioning itself more emphatically than ever as a sports car brand in its own right. The newly developed AMG 4.0‑litre V8 biturbo engine comes in two output variants: as the GT rated at 340 kW (462 hp) and the GT S at 375 kW (510 hp). It enables outstanding performance figures such as acceleration from zero to 100 km/h in 3.8 seconds and a top speed of 310 km/h. The unique driving performance of this thoroughbred sports car combining emotional design with genuine motorsport genes is also the central focus of the integrated worldwide launch campaign.
“This campaign is aimed at true sports car enthusiasts with high-octane fuel running through their veins. Our customers seek a thoroughbred sports car in which they can push themselves to their limits,” says Tobias Moers, Chairman of the Board of Management of Mercedes-AMG GmbH. The marketing mix for the campaign covers all communication channels, with the content tailored in each instance to the target group’s information and entertainment needs. “Our campaign focuses on the essence of what makes the Mercedes-AMG GT so fascinating: the quest for pure, performance-oriented perfection and the desire to rise to challenges and win through. The claim embodying the Mercedes-AMG DNA, ‘Handcrafted by Racers’, serves as a leitmotif which is manifested in various guises throughout all communication activities and channels,” stresses Dr Jens Thiemer, Head of Marketing Communication at Mercedes-Benz Cars. “The campaign authentically positions the new Mercedes-AMG GT as a genuine challenge to the established contenders in its class.”
Print advertisements and TV spot
The classic print campaign comprises five motifs presenting the Mercedes-AMG GT in powerful, dynamic and superior guise. In every motif the new sports car’s brilliant yellow “solarbeam” paintwork is showcased against rich black on components of the vehicle and rough, dark asphalt. Progressive perspectives and expansive scenic panoramas further underscore the dynamism of the AMG GT. Hard “high noon” light vividly brings the vehicle’s emotional design to life. The advertisements will be appearing in daily newspapers and magazines as of 11 February 2015.
The TV spot also showcases the fascinating allure of the GT, its outstanding driving dynamics, its design and its breathtaking performance. A small boy is lying in bed, dreaming about a trip in a sports car – his dream car. Suddenly, a second car bursts into his dream and challenges the boy’s dream car. The spot homes in on the essence of the new Mercedes-AMG GT in a light-hearted manner. It will be broadcast on all wide-coverage channels as a 30 and 40-second spot beginning at the end of January 2015 (http://mb4.me/amg_gt_tvc).
A special highlight of the campaign answers the question “How can the breathtaking dynamics of the Mercedes-AMG GT be experienced up close and personal?” In a special TV format comprising three short spots, viewers experience the Mercedes-AMG GT’s acceleration in real time. The first spot is 3.8 seconds long – precisely the time the sports car takes to accelerate from 0 to 100 km/h. The two other short spots – interrupted by spots from other advertisers – show the car reaching the 200 km/h and the 310 km/h mark.
Web special and online activities
The Mercedes-AMG GT has been online since the beginning of September 2014 at http://www.mercedes-benz.com/mercedes-amg-gt with an informative special covering the topics of design, dynamics, lightweight construction and comfort. A special feature will be added at the end of January 2015, enabling interested users and sports car fans to experience the unique sound of the new AMG 4.0-litre V8 biturbo engine in interactive mode. A virtual accelerator pedal enables users to rev up the GT. Three camera angles capture the vehicle from different sides on a dynamometer. Key items of information are additionally displayed. The interactive accelerator pedal will be launched together with a comprehensive scope of activities via the AMG website, banners and social media channels.
Mercedes-Benz’s creative agency Jung von Matt/Alster and Spree is responsible for designing and implementing the campaign.