HOLY SPIRIT UNIVERSITY OF KASLIK

Faculty of Business
Spring 2015

Media Planning MKT 405

Instructor: Dr. Georges Najm

Assignment #3
1 TVC and 1 Print Ad Analysis

:Presented By

Clara Choucair
Patrick Rady
Joy Aouad
MERCEDES BENZ
Www.mercedes-Benz.com

Mercedes Benz official website

January 30 2015

The Advertiser: Mercedes-Benz

The Message: For all fast cars and Mercedes Benz lovers, the amg gt is now available, it is faster
than any car, do your researches and test drives and try to buy this dream car finally.

The Format: It is a 40 seconds TVC (video)

The Media: TV Channels, Cinemas, Online .

The Target: This ad is targeted mainly for man, aged between 35 and 50, very wealthy and have
a high income. He can be in his mid thirties if he was a very known athlete, formula,moto gp
racer . He definitely lives in very famous city in a magnificent villa. He is a known as a person for
the thing he does (CEO,CMO,Drug lord,famous player ...) The owner of this Amg Gt must love to
drive , he is most probably loyal to the Amg class by Mercedes or loves this category of sport,
comfortable, well known cars.

Usp: Mercedes Benz is launching the all new Mercedes AMG GT which is faster than any
supercar you dreamed of in childhood, with high performance and a sport design handcrafted
by racers.

AIDA MODEL:

Attention: In this creative ad, we have a high percentage of attention: first because the shown
car is yellow, second, because we see the sleeping child and hear the engine roars on the track .
We also observe the 2 cars racing while the child reacts in his bed and finally wake up shocked.

Interest: In this Mercedes commercial, the audience is interested in the message of this
creative ad. Which car is so fast ? Which Mercedes specifically is faster than any car and
deserves to be the "dream car"
Desire: The cars racing on the track combined with the high roars of the Amg engine creates a
perfect desire for speed specially for men who love this kind of driving. In addition , the idea of
the child dreaming about the car, brings a sense of nostalgia of the type of cars we used to
dream about when we were young.

Action: This ad push the viewers and specifically wealthy Mercedes Benz lovers to watch more
about the Amg Gt performance, ask about the specifications , and try this car if possible.
Ultimately it grabs the target audience to check the price of this masterpiece and buy it if
possible.

Competition Review :

BMW : The BMW i8 competes with the Amg Gt.

Porsche: The Porsche 911 turbo 2015 competes with the Amg Gt.

Jaguar: The Jaguar F-Type 2015 competes with the Amg Gt.

-This ad was released in Europe. (It is between the ads of Mercedes-Benz.eu)

-It was released January 30 2015

The Objectives Of The Campaign:

Mercedes Benz released this ad in its campaign "The best or nothing" to launch the all new
Amg Gt and to say for the audience that this car is faster than the cars they dreamed of. They
also mention that this car is handcrafted by racers. On the other hand the ultimate objective of
any advertiser is to sell his product and get out the money of his target audience.
TAGHeuer Ad

Fit’n Style magazine, March/April 2014 N.76

The Advertiser: TAG Heuer

Message: For all women who likes luxurious brands and for husbands who is confused what gift
to buy on mother’s day, don’t hesitate go and buy a TAG Heuer watch for your wife.

The Format: back cover colored print ad on Fit’n Style magazine with a small text

Media: Magazine, Online, Billboard

Target audience: Wealthy and classy women, Aged between 30 and 45 years. They could be
married to a rich man/ or single and like to show off her wealth. They have a high income, live
in a luxurious apartment. It also may target men who want to buy a valuable gift for their fiancé
or wife.

Competitors : Omega, Breitling, Rolex..

AIDA MODEL:

Attention: The calm colors that are chosen. Choosing a well known actress and model Cameron
Diaz which has a glamorous beauty and charming smile to grab the audience attention. Also we
can see two pictures of the watch, one in the hand of this fashion model and the second alone.

Interest: This luxurious watch is being advertised by a well known star to show the importance
of this watch and that it’s a high quality watch.

Desire: To show equality between men and women and to support women to achieve their
own goals and dreams.

Action: To buy this watch as a gift for your wife on mother’s day because this ad was released
in March. Also women who likes to special and show off should buy this watch.

USP: One of the best Luxurious and high quality watches

Objective of the campaign:

This ad was released as a support for the UN and help and empower women worldwide. Its
objective is also to raise awareness about this new watch and promote it.

Industry: Watch making Licensing

Country: Switzerland (1860)

Founder: Edward Heuer