The new Mercedes-Benz A-Class is set to capture the imagination of UK car buyers over the coming weeks with the launch of an innovative new ad campaign, it has been revealed.

A single picture of the vehicle is to be plastered over billboards across the country with the simple tagline: #NewGeneration.

It is hoped that those intrigued enough by the campaign to log on to the vehicle manufacturer's Twitter account will stick around to learn more about the new features being offered by the 2012 A-Class.

Access to the Twitter channel commenced for UK consumers from May 26th.

David George, Mercedes-Benz passenger cars marketing director, said: "The A-Class is a real game-changer for the brand. The Pure and Simple campaign is designed to raise awareness of the new generation for Mercedes-Benz and is the beginning of a major launch for this exciting new vehicle."

In addition, the company has stated it will be taking over the homepage of Spotify.com to encourage users of the music download site to help choose the music for the new A-Class advert.

It is hoped that by carrying out such extensive customer engagement, the launch of this year's model will go with a bang for the manufacturer.

The A-Class was first introduced to the UK in 1997 and is now in its third generation. This year's model was unveiled for the first time at the recent Geneva Motor Show, featuring updated styling and improved performance and efficiency.

It is a five-door hatchback targeted at the professional market, with this year also witnessing the launch of the new BlueFFICIENCY engine for the model to further help reduce emissions and improve fuel efficiency.

Set to go on sale in the UK from September, the campaign now looks to build enthusiasm for the new design prior to its launch.

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Posted by Mark Thompson

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