Blue C Creates “Massive Deals” Campaign for Mercedes-Benz of Laguna Niguel


March 2, 2009 (Laguna Niguel, CA) – One thing is very clear in this challenging economy, customers need more 

encouragement to make big purchasing decisions; so, Blue C Advertising created a communications strategy called “Massive Deals” to assist Mercedes-Benz of Laguna Niguel (MBLN).

“Massive Deals” is about grouping all of the corporate and dealership level offers in an appealing marketing package for prospective and repeat Mercedes-Benz customers. The goal was to keep Mercedes-Benz of Laguna Niguel as top-of-mind for customers considering a luxury vehicle lease or purchase in 2009, and helping those customers understand that, “Yes, it is still possible,” to obtain the vehicle of their choice.

Using the proven Blue C 360-degree ROI approach, audience specific messages were created for television, radio, direct mail, public relations, and e-mail marketing executions. It’s all about communicating to the customer at the right place, right time, and with the right message.

Normally, luxury brands do not provide “Massive Deals” because it dilutes the appeal of exclusivity; however, in this case, Blue C recognizes that even luxury brands need to evolve their marketing to keep the customers engaged in a down economy. Restoring the customer confidence level is what matters most right now, and Blue C wants MBLN to be the first dealership in the Orange County market to really give customers the opportunity get the best deal on a Mercedes-Benz vehicle.


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