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Daimler Looking to Score Points at World Cup

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On: Mon, Jun 7, 2010 at 4:11PM | By: Michael Jon Lazar

Daimler Looking to Score Points at World Cup

The CEO of Daimler, Dieter Zetsche, has his eyes set on a massive marketing campaign for the FIFA World Cup this year. When the German soccer team takes to the field their attire is typically plastered with all sorts of Daimler ads, and this year should look to be no different. Except that Zetsche has emphasized the fact that he is not only trying to bring more consumer awareness to the thriving Mercedes brand, but he is also wagering his stakes on the German soccer team winning the event—something that they have not done since 1990.

Daimler’s campaign will include the traditional fanfare of advertising that is commonly prevalent at soccer tournaments and major sport events. According to a report by Auto News, Daimler's spokesperson, David Biebricher, concludes that, “Daimler's 2010 campaign involves traditional advertisements as well as online, print, and television media cooperation agreements.”

Damiler feels the need after the recent flop at the Formula One races. Damiler sponsors a car, and driver Michael Schumacher—who the company signed to help boost consumer awareness—is not doing well enough to provide the expected (or, at least, hoped for) jump in sales. He is in ninth place after completing seven Formula One races this year. So the car company is casting its eyes towards the World Cup this year as a method of rebounding their sales, and perhaps building more awareness of their brand to other countries, like South Africa—where the major soccer tourney is being hosted this year.

The company plans to offer some pretty sweet incentives to get drivers into a new Mercedes, as well, according to the report by Auto News. “A special leasing offer pays Mercedes' customers as much as 319 euros if Germany wins the World Cup title at the July 11 final in Johannesburg. The country's odds of winning are 14-1, according to betting company William Hill Plc. Spain and Brazil, both with 4-1 odds, are the co-favorites. Mercedes is also offering zero-percent financing under the “dream selection” program, which includes the compact A- and B- class models, as well as the GLK SUV. The SLK discounts are for a package of options including larger wheels and black leather seats with red stitching.”

Many Germans see the pairing of the carmaker and their World Cup advertising as an emotional relationship and a bond that exists between Daimler and the German football team. In an interview with Auto News, Thomas Rosier, a managing director of dealer Autohaus Rosier GmbH, stated, “The promotion is very sympathetic and the partnership between Mercedes and the Germany's premium football team fits together very well.”

But the competition will be fierce amongst other rival German automakers as well.

According to the same Auto News report, “Volkswagen, Audi's parent, is taking a different tack. Europe's largest carmaker is offering discounts on the Golf and Polo cars, Tiguan SUV, and Scirocco coupe under the “Team” campaign, featuring German players from winning squads in 1954, 1974, and 1990. The models have special features including shaded windows, new seat fabrics, and parallel parking guidance."

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