Creative Strategy for Mercedes Benz X Class UTE: Marketing Plan

This project presents a comprehensive creative marketing strategy designed for the Mercedes Benz X Class UTE vehicle, specifically targeting the Australian tradie market. The strategy encompasses a multi-channel approach, including print, outdoor, direct marketing, digital, television, and radio. Print strategies involve magazine advertisements, 3D newspaper images, and innovative direct mail techniques like musical greeting cards and light-sensitive newspaper inserts. Outdoor marketing leverages community engagement and event marketing to reach potential customers. Digital marketing utilizes social media platforms like Facebook, Twitter, Instagram, and LinkedIn with tailored content. Television advertisements are designed to resonate with tradies by showcasing the vehicle's features and benefits through various scenarios, including infotainment and safety features. Radio advertisements employ sound effects and concise messaging to capture listener attention. The rationale behind each strategy is explained, emphasizing innovation, customer engagement, and the effective use of different media channels to increase brand awareness and drive sales. The overall objective is to position the X Class as the ideal vehicle for the Australian tradie community, highlighting its luxury, practicality, and advanced features.

Running head: CREATIVE STRATEGY FOR MERCEDES BENZ X CLASS
CREATIVE STRATEGY FOR MERCEDES BENZ X CLASS
Name of the Student
Name of the University
Author note

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CREATIVE STRATEGY FOR MERCEDES BENZ X CLASS
Creative Strategy
The following strategies and the rationale for using those have been prepared for
promoting the Mercedes Benz X Class UTE vehicle for the tradies of Australia. The strategies
include print, outdoor, direct marketing, digital, television and radio.
Print, Outdoor and Direct Marketing –
Print: As mentioned in the creative brief, advertisements shall be displayed on magazines
mostly for in-flight travelers who do not find time to read magazines otherwise.
Strategies:
Through directmarketing method, the company will be able to contact or communicate
directly to their customers. The process has various ways which includes communication through
media like phone text messaging, email, websites, online adverts, database marketing, fliers,
catalogue distribution, promotional letters, and targeted television, newspaper, and magazine
advertisements, as well as outdoor advertising (Shaheen, Cohen & Jaffee, 2018).It is quite
obvious that in this digital age the company willexploit the internet at its best. Therefore, hey
need to have unique and innovative strategies to attract more people and distinguish themselves
from the others.
1. Direct mail in now a day has become one of the most conventional method that the
companies use to invite their customersbut these direct mails should have special
attractions with discount or incentivereferralsso that the customersfeel engrossed with the
marketing campaigns of the company. These mails may include the absorbing and
captivating video of the features of the cars.

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CREATIVE STRATEGY FOR MERCEDES BENZ X CLASS
2. Through mobile advertisements, the company will be able to reach their targeted
customers more successfully. This is because the potentialcustomers in this current
setting explore the features of the cars then choose one of them to buy.
3. As Benz is a renownedautomobilemanufacturer, they must use a novel way to grab
attention of their customers in the opening their showrooms of introducing their new
production namelyMercedes Benz Xclass. They can put hydrogen balloons into the
invitation boxes and send to be chosen customers with the tagline “Luxury Redefined”.
These balloon will have tags attached in them which will deliver the marking message of
the company to the customers as well as invite themto the event (Ryan, 2016).
4. Musical greeting cards can be an influencing factor to sale the cars effectively. This will
be applicable in the print marketing strategy. In this respect the company will be
creatinga talking print ad. This will have the message recorded about the feature so the
cars. This will aim to drive the brand’s message or the tagline of the company so that the
customerscan feel attracted to see the images of the car or to know the features.
5. The company can use the print media very well. As the target customers are the Aussie
tradies, the print media will have more engaging effect on them than other marketing
processes. The company can use a 3D rendered image published in the newspapers which
can only be seen by using 3D glasses. For this, the advertisement will come with
specially made 3D glassed attached with the newspaper. Through this the customers will
be able to see the 3D image if the car and know its feature.
6. The next strategy will again have categorised with print media. The company will be
giving advertisement in the local or national newspaper which is very common for any of
the companies but this newspaper advertisement will have a completely newapproach.As

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CREATIVE STRATEGY FOR MERCEDES BENZ X CLASS
the readers will open the last page of the newspaper, a light-sensitive chip attached to the
page announced the arrival of Mercedes Benz Xclass.
7. Outdoor marketing strategies will also have a far reaching and in depth effect on the
potential customers. This will be done through arranging events. In these events, the
company can distribute free staffs which will be greatly like by the market segment. This
will include big discounts, cash prize and free servicing for a year or so.
8. Community engagement is one of the most attractivemethod of outdoor marketing. The
company can visit the placeswhere it can get the highest presence of the targeted
customers, like plumbers, electricians, builders, carpenters, painters, sparkies and other
tradies of the country.
Rationale
Innovative ideas in the marketing strategies plays a very important role in the company’s
sales of new products. For this reason, the companies will be needing some very important
methods to reach the customers. The methods of print, outdoor and direct marketing strategies
will help the company to reach their potential customers, introduce their products popularly and
increase revenues.Direct marketing for the Mercedes Benz Xclasswill be highly innovative as
this will direct attract the customers from different occupations. As the presenting feature of this
car is highly moving, there will be no issues regarding the convince procedure to the castanets of
Australia. This company will be relating to the specific target market with some specific
occupation (Rozdolskaya et al., 2016). These are Aussie Tradies like electricians, plumbers,
technicians and mechanics.These people will be attracted to buy this car when they while find its
features perfectly matching with the deliverables of high class brand but within an
attractiveexpense, they will be interested to this new car by Mercedes Benz. Through direct

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CREATIVE STRATEGY FOR MERCEDES BENZ X CLASS
marketing the company will be able to communicate directly to the potentialconsumers and
increase its involvement. These strategies discussed above mainly aim to reach more
customersand match their demands. These marketing strategies will have aparticular effect on
the targeted market as to see these advertisements, the people do not have to search for anything
internationally rather whenever they will open their mails, they will have the messages in the
accounts or whenever they will search for a car in the websites, they will comeacrossmobile
advertisementsdiscussing the features of this new product of a very well-known brand. The
existing customers when get special attention or welcomingvouchers from their favourite brand,
obviously feel to visit the stores in no time. The community events or othercelebrations are the
best place to directly communicate with the potential customers.Through these the company will
get a chance to physically meet their potential customers which will not be possible through print
media. By usingthese events effectively, the company will get a chance to store the data of these
customerswhich will be later used to reach them effectively.
Digital, Television and Radio –
Digital:
Facebook – Mercedes Benz X Class official page with the heading
Twitter - #XClassfortheextraodrinaryClass, #BeastisBack
Instagram – Insta Features of the X Class with the tagline, “Luxury redefined”
LinkedIn – Linking X Class to X-traordinary Class
Rationale

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CREATIVE STRATEGY FOR MERCEDES BENZ X CLASS
The use of the tagline in the social media sites like Facebook, LinkedIn and Twitter
would attract the buyers that compose mostly the tradies community in Australia. Trending the
Twitter hashtag #XClassfortheextraodrinaryClass with the extraordinary stories of the tradies in
Australia would further increase the curiosity of the buyers and they could even relate personally
to the product. Further, #BeastisBack hashtag could be used to project the timeline of X Class
and then show its latest features. LinkedIn platform would provide an opportunity for the
workers who contributed to the creation of X Class. In this way, the tradies community of
Australia would also relate to the workers. Instagram would allow the makers to elaborate the
features of the car and target the Aussie tradies at the same time by putting up picture stories
(Ngai, Tao & Moon, 2015).
Television:
First Advertisement
Video Audio
An Aussie electrician is shown going for his usual
work in his old pickup vehicle
A montage of the electrician driving to work and
the Mercedes Benz X Class descending from
darkness
The electrician is exhausted with the driving and
Background music plays
Audio of the car
The music changes to soft when X class is on the

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CREATIVE STRATEGY FOR MERCEDES BENZ X CLASS
work when he comes home cut to the first glance
of X Class
screen
Second Advertisement
Video Audio
Plumber goes for a family outing on his old car
with nothing for infotainment
Visuals of him driving the car with his wife beside
him and his son on the back seat
Cut to plumber’s upset look
Mercedes Benz X Class 8.4 inch infotainment
screen is displayed with kid’s show playing
Plumber’s kid: “the trip is so boring daddy, I want
to go home and watch my favorite show”
Audio of the show playing on the screen
Third Advertisement
Video Audio

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CREATIVE STRATEGY FOR MERCEDES BENZ X CLASS
Luxury car seen approaching when a kangaroo
suddenly crosses the road along with the Joey
The car driver, who is a an Aussie carpenter tries to
put a break but hits the kangaroo
The screen goes black
Mercedes Benz X Class appears on the screen
partially with only its autonomous emergency brake
being highlighted
The first visual is reenacted but with X Class this
time and its autonomous emergency brake is
highlighted
Cut to the kangaroo with the Joey who is seen
crossing the road happily
Music from the car’s audio plays in the background
Sound of the clash
Fourth Advertisement
Video Audio

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CREATIVE STRATEGY FOR MERCEDES BENZ X CLASS
Visuals from the first ad
The X Class emerges from darkness and lightens up
the electrician’s ambience
Cut to the electrician’s face that glows up with the
car’s luxurious exteriors
Visuals from the second ad
Camera zooms out from the infotainment screen to
reveal the whole X Class vehicle
Cut to the boy’s ecstatic look
Visuals from the third ad
Camera rolls to the builder’s face inside the car
when he puts a brake and then finds himself inside
the X Class
The electrician, plumber and carpenter appear on the
screen simultaneously revealing the car’s USP
“Bringing light to life”
A grand opera-like music plays in the background
“Put a break to the brake, not to life”
“X Class for the extraordinary class” plays in the
background
Rationale

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CREATIVE STRATEGY FOR MERCEDES BENZ X CLASS
The first advertisement shows the hectic life of an electrician and the need to change to
something luxurious. The montage is used to create a dramatic effect while introducing the
vehicle. The two visuals playing simultaneously will create an interest in the viewers
(Stamatogiannakis et al., 2015). The ad does not reveal the product entirely thus prompting
curiosity amongst the viewers.
In the second ad, the need for a new luxurious vehicle is shown from the plumber as a
family man’s perspective. With his son complaining about the lack of entertainment while
traveling, the ad connects with the community of the tradies who hardly get a chance to go for
outing. The ad reveals the infotainment feature of the vehicle while keeping the curiosity alive.
The third advertisement reveals the most advanced features of the vehicle, which is the
auto emergency brake. The use of kangaroo appeals to the Aussie masses and they feel an
immediate connection. One similar shot has been used with both the old vehicle and the new
vehicle to portray the product’s feature clearly to the masses. An Aussie carpenter has been used
for the ad because carpenters are a unique community of Australia, who are making fortunes
from their hard work.
The fourth ad finally reveals the entire product with all the three ads reaching the climax.
The electrician’s life is filled with light thus showing a connection. The son of the plumber is
happy to have the infotainment he needed thus showing the common life of a plumber. The
builder is shown saving the lives of the kangaroo and its kid thus implicitly showing a builder’s
responsibility. The ad would connect to the target audience effectively because it has all the
elements of a solid TV ad campaign.
Radio:

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CREATIVE STRATEGY FOR MERCEDES BENZ X CLASS
SFX – Car engine accelerating with full speed
Anchor – “The classy X Class has finally arrived”, “The Beast is Back”
SFX – Sound of thunderstorm is overwhelmed by the car’s revving
Anchor – “Built for the tough and the classy ones”, “the new X Class is for the extraordinary
class”
SFX – Australian popular music plays
Rationale
The use of fewer lines in the radio ad and car engine’s rev sound makes it clear for the
listeners. They understand what the commercial is about and relate to it. The thunderstorm SFX
is added in order to create an impact. Further, the anchor mentions the target listeners indirectly
in the ad thus making it clear for the listeners to understand.

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CREATIVE STRATEGY FOR MERCEDES BENZ X CLASS
References:
Granda, F., Azpilicueta, L., Vargas-Rosales, C., Lopez-Iturri, P., Aguirre, E., Astrain, J. J., ... &
Falcone, F. (2017). Spatial characterization of radio propagation channel in urban
vehicle-to-infrastructure environments to support WSNs deployment. Sensors, 17(6),
1313.
Ngai, E. W., Tao, S. S., & Moon, K. K. (2015). Social media research: Theories, constructs, and
conceptual frameworks. International Journal of Information Management, 35(1), 33-44.
Rozdolskaya, I., Evtushenko, E., Somina, I., & Degaltseva, I. (2014). Problem-oriented way and
multi-aspect character of research of innovative management of competitive enterprises
at the stage of global transformations. Life Science Journal, 11(9), 963-970.
Ryan, D. (2016). Understanding digital marketing: marketing strategies for engaging the digital
generation. Kogan Page Publishers.
Shaheen, S., Cohen, A., & Jaffee, M. (2018). Innovative Mobility: Carsharing Outlook.
Stamatogiannakis, A., Luffarelli, J., Yang, H., Batra, R., Seifert, C., & Brei, D. (2015). How to
use visual design to boost brand equity. The Psychology of Design: Creating Consumer
Appeal, 121-132.

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CREATIVE STRATEGY FOR MERCEDES BENZ X CLASS
APPENDICES:
APPENDIX A:
Company: Mercedes Benz
Product: The Mercedes Benz X Class
Consumer insights
The psycho graphic profile of most of the tradies in Australia including the builders,
electricians and plumbers are willing to spend a little extra when it comes to buying utility
vehicles. In addition, they have shown interest in the new luxury UTE that demonstrates the
boom in the pickup market in Australia.
USP
The new Mercedes Benz X Class is the world’s first utility vehicle that comes with a
luxury car like cabin alongside a five-star safety rating. It also comes with an autonomous
emergency breaking, which is the first of its kind in this range.
Media options
Print media: Magazines will be used to project the brand especially meant for in-
passengers that will allow them the time to go through the advertisement.
Electronic media: An ad campaign will be prepared that will focus mostly on
electricians working hard and then taking their family for an outing.

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CREATIVE STRATEGY FOR MERCEDES BENZ X CLASS
Social media: Facebook page, Twitter, Instagram and Linkedin will be utilized for
promotion. Facebook pages will be dedicated entirely to the Australian tradies and their
contribution to the society. On Twitter, hashtag X Class for the Extraordinary Class will be used
and make it a trend. Instagram page will display the features of the product simultaneously
connecting it with the characteristics of the tradie community. LinkedIn account will have the
descriptions of the work that went into making the product.
Target audience
The Australian tradies – plumbers, electricians and builders mostly between the age
group of 35 to 45 years
In addition, the product will target the new customers as well as those who already
possess the Nissan Navara. The company realizes the rapid increase in the number of mid-sized
pickup trucks globally and hopes to capitalize on it by targeting the Australian tradie community.
The tradie community in Australia in the third biggest market for the pickup vehicles across the
globe and with over 9000 registrations already made for the X Class. the age group has been
chosen because most tradies between this age group are well established and more willing to pay
that extra penny to afford a luxurious UTE. Specific target will be the electricians who are
showing increased interest in expensive cars.
Reasons to choose Mercedes Benz X Class
The Company acknowledges the needs and desires of the tradies who are willing to go a
step ahead to provide comfort and luxury to their family by opting for a UTE vehicle. X Class is
committed to its promises and hopes to provide the best possible car for the Aussie tradies. The
company prioritizes the safety and security of its consumers and hence it has ensured top class