A prestige marque for the young - With the launch of the A-Class on the horizon, Mercedes-Benz needed to appeal to young drivers, so it created an interactive driving experience game linked to TV advertising, which changed perceptions about the brand.
Year of publication: |
2013
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Authors: | Edwards, David ; Gilmore, Ollie |
Published in: |
ADMAP : for decisionmakers in advertising, marketing, media, planning & research. - London : Reed Publ. Serv., ISSN 0001-8295, ZDB-ID 10488297. - 2013, p. 26-29
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