Mercedes wants to build awareness with Conde Nast Digital effort

02/17/2009 | Advertising Age (tiered subscription model)

Mercedes-Benz has created the new "Dashboard" campaign that has been launched across 18 Conde Nast Digital sites, including those for magazines like Details and Vogue and portals such as Style.com, to support the debut of its new crossover SUV, the GLK. The effort, which mixes magazine and Web content with a promotional video, is seen as a boon for Conde Nast as it reorganizes its online unit because the client is looking to build brand awareness without focusing on the number of conversions the campaign generates.

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