Benz Puts its Sedans in Saks for Breast Cancer Awareness

By Oct 12, 2006

Mercedes-Benz USA, LLC has planted several of its sedans in Saks Fifth Avenue stores nationwide and is promoting a sweepstakes as part of an initiative to raise support for breast cancer awareness month.

Mercedes-Benz hopes to sell 1,000 special edition E-350 sedans it made just for the promotion and will donate $1 million from the proceeds to Saks Fifth Avenue’s Key For the Cure, a national women’s cancer initiative.

In stores, teams provide shoppers with information about the charitable effort, as well as an “On the Town” VIP card to drive them to a sweepstakes at MBUSA.com/onthetown.

Consumers who register for the sweeps by Nov. 30 could win the grand prize: a trip for two to New York City, two-night hotel accommodations, tickets to a Broadway show, dinner and a $5,000 Saks Fifth Avenue gift card.

“Philanthropic activity really resonates well with women in a powerful way,” said Carol Goll, general manager, brand experience marketing at Mercedes-Benz. “Women appreciate companies that have initiatives like this. They are a key buyer group for us and we think it’s important to support them by raising awareness of this cause.”

The campaign is being cross-promoted on Mercedes-Benz.com and SaksFifthAvenue.com. A Saks catalog mailed to 700,000 customers, print PSAs, P-O-P materials and p.r. initiatives in local markets also support.

Porter Novelli, New York City, handles media outreach for Montvale, NJ-based Mercedes-Benz.

For its part, Saks has partnered with actress Glenn Close for Key To The Cure. Close appears in PSAs in fashion and lifestyle magazines during October wearing an Oscar de la Renta T-shirt created to benefit Key to the Cure. The retailer will host a shopping weekend from Oct. 12-15 at its more than 50 stores nationwide with a percentage of sales benefiting Key To The Cure, which is developed in partnership with the Entertainment Industry Foundation and its Women’s Cancer Research Fund.

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