What car do you drive when you’re dreaming

Not every star is light-years away: from mid-June onward, selected airports in Europewill become places where automobile dreams can come true. A large bed, positioned between the check-in counter and the rows of seats for waiting passengers, will invite potential customers to take a test drive in the new Mercedes-Benz CLC sports coupe. This highly unusual marketing activity is part of a wide-ranging campaign to mark the launch of the new CLC. The central slogan of the campaign, which extends across the full range of marketing channels, is “What car do you drive when you’re dreaming?” And its key message is that for a mere €28,000 the CLC offers an attractive and reasonably priced entry into the Mercedes-Benz coupe family.

The CLC is a vehicle that appeals to the emotions, particularly to young people’s desire to own a car that has a great performance and is a lot of fun to drive.