Mercedes-Benz is connecting with drivers through new advertising creative to demonstrate mbrace2 – the latest telematics introduction from the company.
The thirty-second spot entitled “All From One Place” debuts today, August 27, during the 2012 US Open, of which Mercedes-Benz is a presenting sponsor. Additional campaign elements include extensive digital and social media executions.
According to the company, mbrace2 provides drivers top-of-the-line features related to safety, infotainment, personal assistance and vehicle care. It creates a truly networked vehicle offering open Internet access and custom versions of popular apps, including Facebook, Yelp and Google Local Search designed for in-vehicle use – called Mercedes-Benz Apps.
Among the other such initiatives, Nokia has announced that Ford’s research organization will use the Nokia Location Platform to advance innovation for smart and connected vehicles, as demonstrated by the Ford EVOS concept car. (Read: Nokia Location Platform for Ford Connected Cars)
Moreover, automaker Honda has unveiled HondaLink, a new in-vehicle connectivity system that will debut this fall on the all-new, ninth-generation 2013 Honda Accord. (Read: How to Get Content from Cloud in Your Car)
Mercedes-Benz mbrace2 includes a solution to remotely update software via cloud networks ensuring that mbrace2 users always have the latest app versions in their vehicles and at their fingertips.
Sensible user design and limited functionality of these Internet-based apps ensures that they provide maximum utility without unnecessary distraction when the vehicle is in motion; certain features are not available for use when the vehicle is in motion, according to the company.
“Now with mbrace standard across our entire lineup, all of our customers can stay connected to the information and people that matter to them,” stated Bernie Glaser, VP of marketing, Mercedes-Benz USA.
“All From One Place” is a big and colorful spot featuring a young man who is followed through various scenarios, including at a stadium location surrounded by a cheering crowd for a sports match, on a busy trading floor obtaining stock updates, mingling at a casual party, on a dinner date and finally walking through a storm.
It illustrates how one can shift and toggle through life’s events with the help of mbrace2′s seamless connectivity and customized apps.