The X Factor, ITV’s biggest family entertainment series, returns to our screens on Saturday 1st September and Sunday 2ndSeptember 2018 on ITV and STV, with Mercedes-Benz featuring in Sunday night’s show with scenes of the judges arriving at Arena Auditions in the new A-Class. Mercedes-Benz will show exclusive footage of the cars in action on its social channels and across its retailers nationwide.
With all eyes on Simon Cowell and new judges Louis Tomlinson, Robbie Williams and Ayda Williams, Mercedes-Benz made sure they arrived at the arena auditions in comfort and style. In The X Factor’s first integrated automotive partnership, the two Mercedes-Benz A-Class models cruised up the red carpet in front of thousands of excited fans.
Footage was also captured from inside the cars, giving fans watching at home an exclusive behind the scenes sneak peek of the stars on their way to the auditions.
Rob Halloway, Marketing Director, Mercedes-Benz Cars UK Ltd commented: “The X Factor’s an annual entertainment treat – it offers people a lively debate in homes, offices and schools across the country. We thought it’s the perfect opportunity for the new A-Class; one of its many technological highlights is MBUX – Mercedes-Benz User Experience, which allows you to have a conversation with it by simply saying… Hey Mercedes.”
Claire Heys, ITV Brand Partnerships and Content Director, said: “We’re able to offer brands some really innovative and creative ways to be integrated with ITV’s biggest programmes and this partnership with Mercedes-Benz and The X Factor is a fantastic example of that. As ever, this year’s X Factor looks set to be must-watch TV and we’re delighted to have Mercedes-Benz as part of Sunday’s programme.”
Notes to Editors
About the New Mercedes-Benz A-Class
- The new Mercedes-Benz A-Class is available from £269 a month. Conditions apply.
- Available in three trim lines: SE, Sport and AMG Line; with a choice of diesel and petrol engines.
- Technological highlights include: MBUX – Mercedes-Benz User Experience. A unique feature of this multimedia system is its ability to learn thanks to artificial intelligence. Included is the high-resolution Widescreen Cockpit with touchscreen control, navigation display with augmented reality technology, plus intelligent voice control with natural speech recognition, which is activated by saying “Hey Mercedes”.