A new campaign to promote the Mercedes-Benz A-Class has been launched, with the project taking an innovative route to promote consumer awareness.

It simply features a picture of the new A-Class model with the hash tag: #NewGeneration.

The manufacturer is hoping the novel approach to marketing will get prospective buyers to log on to its Twitter account. From there they can learn more about the new design of the A-Class and what the vehicle has to offer.

David George, Mercedes-Benz passenger cars marketing director, said: "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."

He added that the model could be a "real game-changer" for the brand.

Earlier this month, the marque was awarded a host of titles at the Fleet World Honours.

It was the fourth year in a row in which the brand picked up the best luxury car for its S-Class vehicle, while the Sprinter was awarded this year's Safety Award.

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Posted by Helen Wrigglesworth