Car2Go begins new campaign
Mercedes-Benz has begun a new campaign in support of its Car2Go carsharing service. The initiative promotes the addition of two new Mercedes-Benz models to the service: the CLA and the GLA. It consists of digital materials, social media activities, direct-to-consumer materials, out-of-home elements, radio commercials, an influencer program and media relations. The creative focuses on the fact that these are larger vehicles than the Smart cars previously available through the service. According to the company, the executions are inspired by real consumer stories about the benefits of the service. Its broader intention is raise awareness of the Car2Go service.
One element of the campaign consists of an agreement with Toronto-based online personality Lewis Hilsenteger of the YouTube channel Unbox Therapy to create custom content highlighting the features of the new vehicles. The campaign will run in the six North American cities in which the new vehicles will first be available.