Category: Best non-fiction program, series or film where a client has successfully created a reality, documentary or light entertainment show around a product(s) or brand(s)
Advertiser: DAIMLER
Product/Service: MERCEDES-BENZ
Agency: fischerAppelt
Scriptwriter/Editor: Björn Fischer (fischerAppelt)
Managing Director: Mirco Völker (fischerAppelt)
Project Manager: Michael Pickart (fischerAppelt)
Cameraman: Udo Untch (fischerAppelt)
Camera Assistant: Daniel Uebel (fischerAppelt)
Editor: Harry Kresin (fischerAppelt)
Sound Design: Sebastian Bräuning (fischerAppelt)
Sound Assistant: Bastian Blum (fischerAppelt)
Media placement: Film "Bart Hickey - The Blind Motor Mechanic - Online, Press - 01.03.2011
Campaign Description
The German Branded Entertainment market is increasing and most of the classical agencies and film production companies have seen new business opportunities in it. The fast development of the web and Hbbtv are offering more and more opportunities to share and spread branded content. Brands can easily make their own program, displayed on web.tv, YouTube or even on Digital TV.
Brands start to take careful steps into the world of content marketing and corporate publishing. However, most of their stories are still heavily product-focused and explanatory.
Effectiveness
Our approach is to win the attention of the internet community by telling true, branded entertainment stories about real brand empathy, enthusiasm and fascination, about extraordinary people, their lives, their passions and their profession. Digital Stories for the Mercedes-Benz web platforms that spread themselves as branded content through the net. Telling the real thing helped us find the touching and inspiring story of Bart Hickey – the blind motor mechanic.
The blind Bart Hickey is probably the most committed mechanic Mercedes-Benz has on earth, and probably the most authentic brand ambassador we’ve ever found. He’s never seen a Mercedes in his entire life, but his enduring passion for cars and especially for Mercedes-Benz gave him the ability to ‘see’ with his hands. With amazing precision, he brings back the shine to old and damaged cars. That’s why his friends and customers love him.
Our film focuses on the emotional portrait of this authentic character and his profession. The brand values of fascination and perfection were very subtly communicated through the overall story of Bart.
Implementation
We’ve placed the video on the Mercedes-Benz web platform MB.tv and on the brand’s YouTube channel. Within a short time, the extraordinary and emotional video was shared via several blogs and automotive media platforms and achieved international coverage from Germany to China without any media spending. The 2 most commonly used adjectives on the social web were ‘amazing’ and ‘inspirational’ – a feedback you normally only get from a TED talk.
Examples for its distribution:
Motorvision, TheChinese.com, Jun Auto Mechanic China, auto blog italia, Auto Bild.tv, Goshimoto (Japan), The Auto Industrie Blog, United Auto Market, BenzInsider, Civic.com, Beshoff Motor Cars, Handwerk.com, Top Media Sharing, Jalopnik, Zomobo.com, Auto.de, Auto Mechanic Salary, Mercedes-benz.com, Mb!.
Outcome
The branded entertainment story of Bart Hickey moved the heart of the people and evolved through the net and press to over a million users.
Viewers on Facebook, automotive blogs, craftsmen blogs and brand platforms appreciated the touching story of the Blind Mechanic, and rewarded us with lots of shares and positive feedback. Alongside its immense viral circulation, the film has continued its success offline via the automotive magazine Auto Bild, that published 700,000 copies of a DVD containing our film without any media spending.
Plenty of reasons for the client to challenge us in finding more authentic stories like that of Bart Hickey's.