Mercedes-Benz leverages digital marketing in premium car market and unveils first brand ambassador of the new GLA-Class in Thailand

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BANGKOK, 21 August 2014 —-– Mercedes-Benz Thailand is enlivening the premium car market in the second half of this year through digital marketing in a bid to communicate with the new generation who lead online networking lifestyle. Introducing Araya “Chompoo” A. Hargate as the first brand ambassador of the new GLA-Class in Thailand, the company believes that the prominent actress, who is highly influential in the online world, will bring the latest generation compact SUV, the GLA, closer to its target group. 

President and CEO of Mercedes-Benz (Thailand) Limited, Michael Grewe

President and CEO of Mercedes-Benz (Thailand) Limited, Michael Grewe

President and CEO of Mercedes-Benz (Thailand) Limited, Michael Grewe revealed: “To underscore our leadership in the premium car segment, Mercedes-Benz Thailand has consistently offered only the best to our customers and consumers, mirroring the brand’s core values of ‘Perfection’ and ‘Fascination’. As for our marketing directions in the second half of this year, we will be penetrating the premium car segment through digital marketing with strategic focus on online social networking. 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 quick and continuous flow of communication.”

“Today we are pleased to introduce Araya “Chompoo” A. Hargate 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 acting, fashion and business fields. She has chosen the GLA that perfectly addresses diversified lifestyles of the new generation with its modern design, dynamism, sportiness, and powerful performance. 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. 


Vice President of Sales and Marketing, Martin Schulz said: “Mercedes-Benz Thailand’s official Facebook page on currently registers about 300,000 page likes while its official Instagram account MercedesBenzThailand is followed by more than 9,000 Instagram users. We will continue to pursue these communication channels and our new brand ambassador has a part in it. Following today’s 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. The new GLA-Class completes our portfolio of compact cars and appeals to the new generation who love the spirit of sportiness in every move,” concluded Martin. 

The new GLA 200 Urban is a premium compact SUV with a four-cylinder engine. Combining modern design with outstanding agility, sportiness and driving safety, the new GLA becomes responding to every type of driving challenge. While its exterior is defined by off-road proportions that convey power and serenity, the interior is blessed with a new, modern touch that enhances sportiness and elegance.



[Source : Mercedes-Benz Thailand]



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