Campaigns

Mercedes Benz GLA 45 AMG makes a statement at KIAB

Published

August 20, 2015

TVS Sundaram Motors, a key dealer for Mercedes Benz in South India unveiled the GLA 45 AMG in the common arrival hall of the Kempegowda International Airport, Bengaluru. The aim was to engage with the potential high-end audience at the airport. The brand has signed a long-term deal and plans to use the space for launching new products.

S.S Ramasubramaniam , VP Cars Sundaram Motors said, “We are thrilled to have brought the AMG series one step closer to its target audience at KIAB. It is encouraging to note the interest and attention the car has been gathering and we hope to maintain the excitement in the coming months.

The target market for AMG series includes the young upper-class consumers who want a car with luxury-level conveniences and a high-end feel. The audience profile at KIAB precisely matches the TG with over 74% passengers in the age group of 22- 44, 70% travelling for business and 22% travelling for leisure.

The campaign is being strategically run in the common arrival hall of KIAB, allowing the international as well as the domestic audience to gain first-hand experience of the high-performance GLA 45 AMG.

Since experiential campaigns create a positive brand association as well as provide the chance for a deeper and more personal relationship, the brand planned to go for engaging activity. Also it enhances the effectiveness of the ad message and increases the likelihood of awareness converting to a sale.

G V Sanjay Reddy, MD of BIAL said, “We are delighted to partner with Mercedes and bring to our passengers the excitement of coming in contact with a premium, high-performance vehicle. Floor displays are a great engagement strategy and it is encouraging to see brands building more strategic and sustained relationships with their audience at our airport.

“Airports are a gateway to quality audience especially in case of premium categories like luxury cars. They offer a unique opportunity to reach a high-net worth global audience who expect to see luxury advertising whilst at the airport, commented Alok.