Mercedes-Benz: 4matic Adaptive Book [image]

Credits & Description:

Client: Mercedes-benz
Product (Service): 4matic
Agency: Gruppo Roncaglia Rome, Italy
Entrant: Gruppo Roncaglia Rome, Italy
Idea Creation: Gruppo Roncaglia Rome, Italy
Creative Director: Carla Leveratto (Gruppo Roncaglia)
Creative Supervisor: Marco Fresta (Gruppo Roncaglia)
Senior Copywriter: Bruno Puntura (Gruppo Roncaglia)
Client Service Director: Lorenzo Lorato (Gruppo Roncaglia)
Account Supervisor: Federico Lombardi (Gruppo Roncaglia)
Senior Account Manager: Tia Portelli (Gruppo Roncaglia)
Social Media & Community Manager: Valeria Cinelli (Gruppo Roncaglia)
Senior Digital Developer: Simone Tricarico (Gruppo Roncaglia)
Creative Lead: Andreas Mielenhausen (Google)
Business Partner: Giorgio Ferretti (Google)
Google Producer: David Anderson (Google)
Google Agency Team: Angelica Velati (Google)
Google Agency Team: Marianna Ghirlanda (Google)
Technologist: Paolo Pigozzo (Google)
Director: Alex Fry (Psycle)
Senior Project Manager: Scott Mathers (Psycle)
Creative Director: Haris Amiel (Psycle)
Ideation Director: Mark Gristock (Psycle)
Design & Motion: Albert Sanjuan (Psycle)
Design & Motion: Alejandro Castellanos (Psycle)
Design & Motion: Ana Costa (Psycle)
Technical Lead: Mike Parsons (Psycle)
Psycle: Rich Dooley (Psycle)
Interface Developer: Leah Thompson (Psycle)
Creative & Editorial Direction: Anna Gerber (Visual Editions)
Creative & Editorial Direction: Britt Iversen (Visual Editions)
Published: June 2017
Synopsis:
The Campaign
The creative idea was to create 4MATIC Book: the first adaptive
story, able to change according to reader context, just like the
4MATIC tech. The storytelling, with a specific focus on reading, was
used as a creative tool to precisely reach the target. Everyone reads the story in a unique way and in a personal context. The same context where we reach our target.
Creative Execution
With Google partnership, we developed the first story able to adapt to reader’s context, just like 4MATIC tech, which adapts to roads and weather changes. Using Google APIs and mobile devices features we created the first example of adaptive storytelling, generating a new story each time a new starting position is registered. A tale that changes according to infinite variants, which include weather, city traffic, time of the day, but also the user last activity on his web browser: websites or YouTube videos from which he landed on our story. A travel story written by one of the most known Italian writer: Gianrico Carofiglio, transformed into an adaptive story and made
unique by the users, reading after reading, just like the writer himself once said: stories are not owned by the one who writes, but by the readers themselves. The activity allowed the brand to engage the target talking to each single user, with a product thought around each one of them. Read the 4MATIC book: http://www.theshapeofclouds.eu
Just within the first weeks of the activity over 9
000 unique stories were created, and around the same number of readers. Lead generation was 5x higher than previous similar campaigns, also thanks to direct links to more “business oriented” activation within the story. Over 1.3 Million views on the video spot on YouTube, over 40 articles between online and offline magazines and 56 Million Media Impressions. Besides, the project changed the way eBooks are experienced, and moved the interest of many editors, like Editions at Play, which chose to insert the book in its own online catalogue.
Mercedes-Benz is a pioneer of 4WD tech: 4MATIC has a history of success and, through time, evolved to adapt on every road. Our insight: a story that adapts to your journey Target: 30 to 60yo, with middle to high culture and high purchasing power, which uses mobile devices as a reading tool. Mobile it’s then crucial as it’s the primary device where the story is read, and it provides users geolocalization and other details, allowing the story to change according to these data. The most important digital assets were involved: YouTube ads, geolocalized banners, Google Adwords and Social media. A dedicated product-focused landing (geolocalized) allowed the users to fully discover 4MATIC tech, starting from their own home town.