“With the further development of our website into a central, advanced brand magazine, we can bring together contents from the Mercedes-Benz world and thus provide a clear orientation for the user”, says Anders Sundt Jensen, Director of Brand Communication, Mercedes-Benz Cars. “The focus will be on its character as a magazine. We place a premium on an emotionally-appealing presentation of contents, which are furthermore continuously updated. With this, we transcend by far conventional international corporate websites, offering visitors unique possibilities to experience the Mercedes-Benz brand in digital form.”
A modern information architecture and an innovative concept
The new brand magazine is characterised by its modern information architecture, the innovative data visualisation it features as well as further highlights – for example, an incremental search function with image results. The high-quality contents are presented in seven editorial departments: Vehicles, Innovation, Design, Sport, History, Fashion and Zeitgeist, the spirit of the time. Through the full integration of the heretofore separate Mercedes-Benz TV video channel it offers – in addition to articles, photo galleries, reports and interviews – a great amount of video material, too. The video contents from all editorial departments can be also accessed under the heading “TV”. Navigation is extremely user-friendly: vertically on the menu point level and horizontally in the articles. This makes the digital premium magazine compatible for use with tablet PCs. An innovative gallery mode offers the possibility to switch the entire website to an explorative navigation.
Together with the new digital www.mercedes-benz.com brand magazine, Mercedes-Benz will offer three strategic online brand platforms in future. The two platforms established last year: the magazine “mb! by Mercedes-Benz” (www.mercedes-benz.com/mb) and the interview magazine “The Avant/Garde Diaries” (www.theavantgardediaries.com), will remain as independent formats to address new and young target groups in particular. A selection of their contents will also be published at www.mercedes-benz.com in the division “Zeitgeist”. The music download platform “Mercedes-Benz Mixed Tape” has been integrated in the mb! magazine.
Design re-brush of the international product sites
In the framework of the brand opening to new target groups, Mercedes-Benz has re-worked the design of its web appearance in 97 markets. From March on, 97 markets will appear successively in a new, modern look and feel with optimised user guidance. The homepage will show topical subjects with a clear layout and integrating links to social media such as Twitter und Facebook. Interaction elements will be highlighted and the most used entry links reorganised in the interests of simpler navigation. With this re-brush Mercedes-Benz transfers the fascination of its products to the country-specific websites, making them even more up-to-date, more informative and with greater emotive appeal.
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