Mercedes-Benz Star Treatment™

When Mercedes-Benz of Danbury and its affiliate, Friendly Motorcars, needed a new campaign that would set them apart from other luxury car dealerships while highlighting factors other than price, The EGC Group created Star Treatment™.

Just recently completed, the campaign is designed to promote the extremely high level of customer service the dealerships provide while minimizing attention to price. It employs an integrated marketing strategy, using cable TV spots; high-frequency, 15-second traffic report sponsorships across multiple radio stations; frequent, small space newspaper ads in conjunction with less-frequent, larger size ads for merchandising in local, high-end magazines, as well as Web/SEM components.

By carefully targeting the selected demographic using short, memorable messaging, EGC expects to begin to see a rise in traffic to the dealerships’ websites as well as an increase in lead generation as soon as the campaign fully launches.