Juffali Automotive wins two Mercedes-Benz marketing awards for C-Class launch in Saudi Arabia

The annual global 'Star Awards' acknowledge outstanding marketing communication achievements at the different Mercedes-Benz markets around the world, on the bases of "brand fit", "creativity", "execution", "corporate design" and "results". The award aims to encourage forms of communication which are both creative and consistent with corporate strategies.

Safi Kobaissi, General Manager of Juffali Automotive Co., said:

"This award is testimony to the level of thinking that we went into the C-Class launch. JACO built a separate temporary showroom just for the C-Class and we built it right where the target market wouldn't miss it - on Tahliah Street in Jeddah."

From design to construction and approvals from local authorities, the temporary showroom was completed in only 33 days, just in time for the worldwide launch. Lasting six months, the showroom became the in-place on the Tahliah Street, Jeddahs' premium upmarket shopping area.

Kubaisi said, "At the end of the day, it's impossible to predict whether you are going to see a return in your investment when you do such a big event, but, of course, a big event was required for the new C-Class launch."

"The C-Class showroom met two targets - an event you couldn't miss and an opportunity for the C-Class to shine, alone," he added.

Not only did the C-Class showroom create credible top-of-mind awareness on the new model, it actually translated the impression into sales -the new C-Class was sold out in the first few months. Total C-Class sales increased by 30% in 2007 and a further 45% in 2008.