Users can customise a CLC 350 Sport – the range's flagship model – before hitting the road and aiming to set the fastest time. The top time recorded over the three summer months will be entered into a prize draw, with the overall winner receiving a real driving experience at Mercedes-Benz World, at Brooklands, Surrey.
Developed in conjunction with specialist agencies Team6 and Weapon7, CLCdreamtestdrive.com gives an innovative, fresh new way of trying the CLC in a way that would not be possible on actual London roads. Some 80,000 CLC prospects are being sent a personalised copy of the game, thanks to a hi-tech collaboration by Mercedes-Benz and Sony DADC and Royal Mail.
Ian Dutfield, Marketing Director Mercedes-Benz Cars explained the strategy: "The CLC is attracting a new kind of customer to Mercedes-Benz, so we wanted to promote the range in a new and exciting way. CLC drivers are often choosing their first executive car, and are searching online for information. CLCdreamtestdrive adds an enjoyable element to that investigative process. Our online racers can then go on to book a real world test drive with their retailer, or to see the competitive finance rates and strong residual values that make CLC a sound choice whether choosing from the heart or the head".