MM Awards

"Oh Lord Won't You Do Me a Mobile Campaign"

David Murphy

Car maker Mercedes-Benz has appointed Ymogen, the mobile and web engagement company, to create, implement and manage all its passenger car mobile marketing and communications in 2007. Ymogen says its appointment follows a strategy of making mobile integral to Mercedes-Benzs communications. No other automotive manufacturer in the UK, it claims, 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 with the companys above-the-line and below-the-line campaigns.
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.
We already have a very active mobile presence in the UK and communicate with our users and potential customers via mobile in various ways says Mercedes Car Group Communications Manager Richard Payne. 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.
Ymogen CEO and Founder Mark Hardwick says he is excited to continue the companys  successful cooperation with Mercedes-Benz. He says:
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."