Mercedes plugs into mobile portal to raise model profiles

Mercedes-Benz is launching a mobile portal and individual WAP sites for all of its car models as part of an integrated campaign to support advertising and branding activity throughout 2006.

The services have been designed by Ymogen and will be managed from its mobile interactive platform.

Mercedes-Benz says that mobile has emerged as a valuable direct response tool and helps to build brand awareness. Communications manager Richard Payne says: “This is one of the first UK campaigns to connect the consumer with the immediacy of mobile response and