[youtube=http://www.youtube.com/watch?v=oPNr0_6MnDo] To which target was this spot addressed?
The ad, created by Merkley + Partners is a wonderful example of consumer knowledge. The pact to get the car comes with “everything that comes with it”, says a great Willem Defoe, acting as the devil itself. However, why is that sentence put in there? What makes ‘everything that goes with it’ so unique?
In the spot we can see speed, hot girls, fashion, sensuality, music, fame… making the owner of the car a great sex appeal. Feeling sexy, self-confident and popular is something every young person wants, and the spot is intended to create an irresistible desire on becoming that.
It seems they want to say to they target: ‘Now, with the new Mercedes CLA, you can become a sex appeal for less than $30,000’. Which young person doesn’t identify with all of those definitions that the Mercedes CLA radiates?
It is directed to people aged 20-40. With the whole spot and with the low prize they might probably have attracted consumers’ attention, the problem now is to see if they are making or not a mistake by lowering the brand. It is a good idea in crisis time, but we will have to wait to see the results.
What role did account planners have in suggesting this direction and tone?
They primary role account planners have had is to find consumer truth and insights that helps the creative teams to create work that is not only entertaining and memorable, but that is relevant to the consumer and effective in the market place. Bringing the consumer into the process of developing the spot is what the account planner had to do.
By researching trends, consumers’ personality, behaviors and roles of the consumer, they help to continue to provide insights as well as helping to track advertising effectiveness. How to engage with consumers in the most effective ways is an account planners’ role.