Since BMW is recognised for its sportiness and drivability and positioned as the "Ultimate Driving Machine," we positioned the new C-class as "The New Generation of Sporty Sedans," highlighting its new, slick and dynamic style and stressing its drivability. The communications also stressed on emotional hedonism and discipline (safety, quality, reliability, and stress-relieving comfort). Both directions were thoroughly covered. The success of the campaign was due to the collaboration between the creative team and the media team. The creative team wanted to highlight both, the new innovations and the lifestyle associated with a Mercedes-Benz product. Ads like "Refresing look" concentrated on the innovative side and ads like "Rejuvenating Fun" concentrated more on the lifestyle of the targeted consumer. Our goal was to position the new C-class as a sporty sedan, highlighting all the main attributes of the car, while also concentrating on the hedonistic benefits of the product.ExecutionTo initiate the campaign with a set of teaser ads that are all related to the values of the product without revealing it; and to reveal the teaser campaign with an ad that links the product with teasers. The teaser campaign motifs are integrated in the entire marketing communications campaign of the new C-Class, namely its launch event, showroom material, its web special, giveaways, and postcards. The result was fantastic. Research showed that all the subliminal messages were clearly understood.ResultThree months from the launch of the new C-Class, research showed an increase of 14% in market share. Qualitative research on the other hand, showed that the selected sample clearly understood the subliminal messages from the set of teaser ads. The campaign was a real success in Egypt. We would like to give a lot of the credit of the success of the campaign, to the media team. Often, the media team is neglected for their efforts in making a campaign a success. The team used a very creative approach in their media planning. Our target market differed in both demographics and psychographics. The media team's job was to find the proper print medias that fit and clearly defined our target market, while bearing in mind, both the business and social consumer. The media span was strategically selected to position the C-Class effectively. Two national newspapers and ten magazines were chosen to appropriate and highlight the brand image. The teaser campaign was launched in newspapers and magazines simultaneously. The C-Blass is an extremely likeable and fresh model, which was the driving force behind our creative team's enthusiasm and high involvement with the campaign.The target group is younger and more dynamic than usual, which allowed us to be more symbolic, subliminal and playful. The teaser campaign, "There's a little bit of C in everything you see," revolves around the letter C and its various symbolic connotations in order to deliver everything the consumer needs and aspires to in a car. It says the C-class is sporty, aerodynamic, refreshing, fun, comfortable, luxurious, innovative, masterfully engineered and fun.We believe the communications realised and conceived every advantage of this new vehicle to its full-blown potential and represented each of the values in a creative manner. Every ad tells of a wholesome original idea in its own right. The ads brim with vivacity in terms of ideas and colours. Since it has been very well received in Egypt, we feel that it is qualified to win.

We would like to give a lot of the credit of the success of the campaign, to the media team. Often, the media team is neglected for their efforts in making a campaign a success. The team used a very creative approach in their media planning. Our target market differed in both demographics and psychographics. The media team's job was to find the proper print medias that fit and clearly defined our target market, while bearing in mind, both the business and social consumer. The media span was strategically selected to position the C-Class effectively. Two national newspapers and ten magazines were chosen to appropriate and highlight the brand image. The teaser campaign was launched in newspapers and magazines simultaneously.