Van dealers are expecting an uplift from the first ever TV sponsorship by Mercedes-Benz Vans.
The premium van brand is running a six month campaign on UKTV’s Dave channel.
Mercedes-Benz Vans’ idents will be visible around the programming strand ‘Characters on Dave’ which includes high rating programming across Dave’s schedule such as Storage Hunters, Mock the Week and QI.
The series of ten second idents each depicts a different scenario featuring employees of a fictitious customer company with its branding revealed on the Citan, New Vito or Sprinter van – highlighting the different characters that use the vehicles.
Across Q1 of 2015 Dave’s share of the TV viewing audience was up +9.3% year-on-year, with a share of 1.41%.
Steve Bridge, managing director, Mercedes-Benz Vans said: “For us, the partnership is an ideal fit – Dave’s values and ethos provides us with a great platform to share our customer-focused message.
“The viewing audience aligns extremely well and allows us to deliver engaging messaging with high impact and broad reach.”
An award-winning journalist and editor, with two decades of experience covering the motor retail industry, and accredited by the Institute of Leadership and Management (ILM) plus the National Council for the Training of Journalist (NCTJ)
As editor of AM since 2016, Tim is responsible for its media content, planning and production across AM's multiple channels, including the website, digital reports, webinars, social media and the editorial content of AM's events, Automotive Management Live and the AM Awards. His focus is on interviewing senior leaders of franchised dealer groups and motor manufacturer national sales companies to examine latest developments in UK motor retail.
M. price - 10/08/2015 20:55
Until now, there was only one TV commercial I would not fast-forward through, but rewind and replay - cat &a budgie, since you ask. Now I have Mercedes vans. Those punny company names on the panels of various models are brilliant - JK Railings, Spruce Lee, I-Saw Carpentry - inspired!