Mercedes-Benz are launching a new minimalist marketing campaign.
Presented as the first non-branded campaign in their history, it's called “Pure and Simple” and is designed to draw attention to the new Mercedes-Benz A-Class.
The advert comprises of just two elements: An image of the new Mercedes-Benz A-Class and a hashtag: #NewGeneration.
The 10-second television advert is set to make its debut during the ITV1 England vs Norway football match on Saturday 26 May.
The intention is to entice the audience to discover more about the A-Class using Twitter.
The advert also happens to be the first automotive broadcast compatible with the Aurasma app. By hovering over the A-Class image when it appears not just on television, but also online and in print, users can access additional hidden content.
It's a marketing milestone for Mercedes-Benz, then.
Says their David George: “The A-Class is a real game-changer for the brand. The Pure and Simple campaign is designed to raise awareness of the new generation for Mercedes-Benz and is the beginning of a major launch for this exciting new vehicle.”
The interactivity doesn't stop at the hashtag, though.
Mercedes-Benz will also be running a homepage takeover of Spotify. There they'll encourage users of the free account to choose the song they would like to see used for the new A-Class advert. Should they tweet their selection, they'll be in with a chance of winning a Spotify Premium membership.
But what of the Mercedes-Benz A-Class itself?
Well, it's looking powerful yet efficient, producing emissions of just 98g/km of CO2.
Now that's the sort of car people should get behind!