There is a new advertising campaign that is blighting my prime-time TV viewing at the moment.
The campaign is advertising the new Mercedes A-Class.
Weighing in at an on-the-road price of £18,970.00 the advert poses this opportunity: “you drive the story”.
That’s nice, although I am a little unsure what the story is.
The advert on television features rapper-turned-actor, Kano along with some brooding, spy-drama music and lots of suggested peril and antiheroism.
It is all rather exciting, intriguing and appealing to young people.
My question is; why?
All of the research suggests that the new car market, particularly in the Mercedes price range is dominated by people who are old enough to have worked for longer than 5 years and saved enough money to survive 2.4 children and the property ladder.
As the fantastic Bob Hoffman points out: “Half of all consumer spending is done by people over 50″.
Which begs the question; why is Mercedes wasting time creating a Twitter (hash tag) friendly advertising campaign for a product that is only attainable in any real volume to a much older market?
This, to me, is proof that even the large companies can make massive mistakes.
It is easy to assume that a company as well known as Mercedes knows exactly what it is doing.
The facts seem to point in the other direction.
As Dave Trott said in a talk I saw him do, it is wrong to write off an advertising campaign because ‘I don’t like it’. I don’t like the Go Compare opera-buffoon adverts, but I accept that they are extremely effective.
So, in the case of the garish Mercedes A-Class campaign I won’t say I don’t like it (I don’t), instead I will say that it is ineffective and destined to fail.