Mercedes Benz Brand Communication Campaign in Russia

In this research the features of realization of communication campaigns of brand Mercedes-Benz are examined on the example of video advertisement, as one of the most effective methods of demonstration of advantages of a car. The question of digitalization of communication processes and preference of video format is separately marked at the international motor-car market. The special attention is spared to the process of reorientation of company’s products on a young audience and commercial films as one of methods of bringing in attention of young people. Empiric part of research consists of series of interviews with experts in motor-car industry, content analysis and questionnaire intended for a young audience. Research succeeded to educe the preferences of respondents in relation to the characters and to the plot presented in an advertisement, and found out what was more interesting for them.