Mercedes-Benz appoints mobile communications agency

Mercedes-Benz has appointed Ymogen, the mobile and web engagement specialist to create, implement and manage all its passenger car mobile marketing and communications in 2007.

It follows a successful strategy of making mobile integral to Mercedes-Benz communication – no other automotive manufacturer in the UK has implemented such a large mobile presence and maintained it over such a long period.

Mercedes-Benz has been working with Ymogen for the past 18 months, implementing and managing the mobile marketing campaigns for all Mercedes-Benz models, integrating seamlessly with the ATL and BTL campaigns with great success.

The overall strategic aim of the partnership is to encourage active response from traditional advertising such as poster, print, TV, and DM, via mobile text calls to action, driving users to Mercedes-Benz mobile sites and more engaging applications.

Using video and audio through innovative Java applications, stories are about Mercedes-Benz in an ever more engaging way, with the fall-back option of mobile sites or pure text responses if this is what the user prefers.

Richard Payne, Communications Manager Mercedes Car Group, said: “We already have a very active mobile presence in the UK and communicate with our users and potential customers via mobile in various ways. Extending our working relationship with Ymogen will ensure all our mobile communications reflect the brand and help create a well thought through and exceptional customer experience in tune with customer needs. This is part of achieving our aim to be the leader in mobile communications in the automotive industry.”

Mark Hardwick, CEO and founder of Ymogen, commented: “We are very excited about being able to continue our successful cooperation with Mercedes-Benz. We are now working together extending the mobile work to encompass the Mercedes-Benz brand as well as improving and deepening the mobile communication with customers through new kinds of creative work, and full integration with all traditional advertising.”