360° communication, two tracks:1. Pre-Launch: arousing interest, early activation & interaction. Giving design victims pleasure on the ground: sponsorship of the Fashion Week in Berlin – Mercedes Benz owning the name, GLK the place.

Getting those style enthusiasts more excited: the GLK design: project – total inspiration via print and online ads created by today’s young design elite.

Driving these people nuts: diving deep into the “Sex and the City”-movie world via product placement and TV activation.

Mobile climax: ultimate cell activation. 2. Launch: rapid penetration of progressive lead milieus, more interaction. Broad-scale impact, narrow-scale adjustment: TV and print advertising around “must” formats, always merged with relevant content. Being with the urbanists: capturing “it places of inspiration” via giant posters, activating the target with integrated bluetooth applications.

Entering their communication centre: Online interaction offensive, driving them to the stimulating website; inspiring mobile specials.

Superb effectiveness with: Over 1,500 GRP, 90% reach, 15 average contacts in the target group. 4,136 Bluetooth Downloads, response quote: 7.9%, approximately 50 downloads per day.Around 29 million delivered ad impressions.Around 2.5 million delivered mobile ad impressions.Successful market entry against the current.