Mercedes-Benz hopes 'Chompoo', digital marketing will drive sales
German luxury car manufacturer Mercedes-Benz is hoping to boost its presence in the premium car market during the second half of this year through increased digital marketing.
In a bid to communicate with a new generation of customers who are immersed in an online networking lifestyle, the company has introduced actress Araya “Chompoo” Hargate as the first brand ambassador of the new GLA-Class in Thailand.
The GLA, which is the UV version of the A-Class, is targeted at younger buyers.
“As for our marketing direction in the second half of the year, we will be penetrating the premium car segment through digital marketing with strategic focus on online social networking,” said Mercedes-Benz (Thailand) president and CEO Michael Grewe. “This is the channel that will closely connect us to the new generation – a highly prioritised target group of Mercedes-Benz this year – and allow the quick and continuous flow of communication.
“We are pleased to introduce Araya as the first brand ambassador of Mercedes-Benz Thailand for the new GLA-Class. Chompoo is not only a celebrated actress but also a very strong online influencer and a multi-talented young woman with high achievements in the acting, fashion and business fields. We are glad to win her passion for this wonderful product and to endorse and open our brand to new customers with her,” he said.
“Mercedes-Benz Thailand’s official Facebook page www.facebook.com/MercedesBenzThailand has currently registered about 300,000 “likes”, while its official Instagram account MercedesBenzThailand is followed by more than 9,000 users,” vice president of Sales and Marketing Martin Schulz pointed out. “We will continue to pursue these communication channels and our new brand ambassador has a part in it. Following the introduction of the new brand ambassador, we will launch an online campaign named “Chom follows You” on Mercedes-Benz Thailand’s Facebook page and Instagram account as well as on Khun Chompoo’s Instagram account. The campaign will run throughout the month of September, in search of lucky winners to join an exclusive test-drive trip with Khun Chompoo at Buriram United International Circuit, Buriram, in October this year.
“Our communication through the new brand ambassador will be tied to the new GLA-Class, a car from our NGCC category and the fifth model in our range of premium SUVs,” Schulz added.
