sbx

Brief

Create awareness for A-Class in female target group

Translate campaign idea into theme song

Build urban, fashion and lifestyle credentials

Response

Selection of artist and song "Hello"

Use of song cross-channel
ATL: radio, TV, online
BTL: dealerships (CDs), launch events w/ concerts

Simultaneous record release (airplay / radio)

Results

Strong awareness and perceived image fit

Additional Media value
HELLO was Top10 radio airplay (during TVC)