It’s a fresh new look, with a contemporary layout, expanded art and lifestyle content and Augmented Reality (AR) enhancements for Mercedes-Benz Magazine, recently reshaped by its long-time publisher, New Media Publishing, under the guidance of Mercedes-Benz parent company Daimler AG.
The first revamped issue is a more relevant and up-to-date reflection of today’s Mercedes-Benz, which is a lifestyle choice, says Mercedes-Benz Magazine editor Dylan Culhane of New Media Publishing, and reflects the brand’s appeal to a new generation of consumers.
From the very first glance, Mercedes-Benz Magazine is completely ‘new school’, sporting a fire engine red cover with bold visual callouts that are windows to the diverse content within. Inside the 105-page ’01-2013′ issue are strong graphics, beautiful photography and style-oriented content, which ranges from culinary art to architecture to motoring.
When it comes to motoring, Culhane says there’s a whole new and more dramatic spin. Traditional motoring stories have given way to lifestyle-oriented pieces like a feature on the new A-Class, which showcases Johannesburg property developer Adam Levy, gaming guru and MTV-Base producer Pippa Tshabalala and other forward-thinking young South Africans who symbolise the new generation of Mercedes-Benz.
“It’s wonderful to work with a client who shares the same values, and is willing to push boundaries with new ideas that will ultimately reward the consumer with a superior product,” says Culhane. “This new mix works brilliantly for Mercedes-Benz, a brand which has longstanding associations with fashion, design, music and technology.
Shifting gears
The new-look publication, which is distributed directly to Mercedes-Benz owners and dealers, is also debuting AR, a technology that channels an extra virtual dimension to readers with smart devices. Several stories contain image triggers that the reader can use to bring images – and as a result, stories – to life, by accessing additional video content on any smartphone or tablet with iOS or Android, using a free app from Aurasma to add an extra layer of virtual excitement and digital immediacy on top of the printed page.
One example of ‘old meeting new’ is a story about Louis Coetzer, a Bloemfontein retiree and Mercedes-Benz collector who owns over 100 cars. While Coetzer’s passion might not traditionally appeal to a younger reader, the AR experience introduces car collecting to a whole new audience via a visually appealing video that brings Louis’ passion directly to the viewer. There are also links to mblife, the online lifestyle content portal which New Media Publishing launched in conjunction with digital agency iProspect on behalf of Mercedes-Benz in 2012.
“From inventing the first automobile to developing sleek and powerful cars that resonate with today’s drivers, Mercedes-Benz has always been at the forefront of innovation,” says Selvin Govender, Divisional Manager: Marketing for Mercedes-Benz Cars. “New Media Publishing has successfully updated a magazine that appeals to the interests of both today’s trend and style-conscious young adults, as well as established Mercedes owners.”
“No matter how much you love what you drive, your life isn’t just about your car and Mercedes-Benz understands that,” adds Culhane. “We want to give Mercedes-Benz drivers plenty of content about the car that they drive, layered with stories about other things that influence their lifestyle choices, like art, design, fashion, technology, travel, food and trends.”
For more information about Mercedes-Benz, please visit www.mblife.co.za, look for the Mercedes-Benz page on Facebook via https://www.facebook.com/mercedesbenzsouthafrica or follow @mercedesbenz_sa on Twitter.
For more information about New Media, please visit www.newmediapub.co.za or follow @NewMediaZA on Twitter.
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Author: Lisa van Leeuwen from Lisa van Leeuwen Publicity. Originally distributed by MyPR.co.za.
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