STUTTGART, Germany — Nicki Minaj, the Queen of hip-hop, appears in the passenger seat of the new Mercedes A-Class commercial representing cooperation with digital music streaming service TIDAL – which she is an investor of.
The international campaign which is created around around the claim “The new A-Class. Just like you.” 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.
“The A-Class is the most successful model in our compact car generation with more than three million units delivered since its market launch in 2012, it has significantly contributed to a more youthful and modern Mercedes-Benz brand image. The average age of customers in Germany has fallen by ten years, and in China around one third of all buyers are below 30 years of age. We want to build on this success with the fourth generation of the A-Class, which intelligently unites and redefines lifestyle and digitalization says Dr Jens Thiemer, Vice President Marketing Mercedes-Benz Cars. “With our campaign we stage the vehicle in a progressive and eventful way and highlight the digital product highlights such as real-time parking or the high customizability of the vehicle interior. The campaign thus reflects our philosophy of ‘human centered innovation’.”