Objectives:The objectives of the E-Class Campaign was to boost sales and brand preference with the relaunch of Mercedes-Benz's flagship vehicle, the 2002 E-Class. Mercedes-Benz wanted to stimulate sales with a Pre-Launch Reservations program, synergise the launch with offline component and create excitement and impact around the launch of the vehicle. Specifically, the banner campaign of which the E-Class Pointroll is one rich media banner, was designed to drive sign-ups for Reserve-Your-E Launch, drive traffic to the E-Class mini-site and generate awareness and interest of the 2003 E-Class.

Target Market:Positioned as the most desirable car in the world, the redesign of the 2003 E-Class appeals to the affluent married Caucasian male suburbanite. The median age is 52 with a household income of $159,000.