Mercedes-Benz: THE ALL TERRAIN BANNER

Credits & Description:

Advertiser: MERCEDES-BENZ BELGIUM/LUXEMBURG
Agency: VVL BBDO
Category: Websites, Microsites & Banners
Advertising campaign: THE ALL TERRAIN BANNER
Copywriter: Arnaud Pitz (BBDO Belgium)
Account Manager: Marleen Depreter (BBDO Belgium)
Copywriter: Michiel Baeten (BBDO Belgium)
Art Director: Sebastien De Valck (BBDO Belgium)
Art Director: Frédéric Delouvroy (BBDO Belgium)
Creative Director: Jan Dejonghe (BBDO Belgium)
Agency Producer: Roxane Lemaire (BBDO Belgium)
Account Director: Valérie Bracke (BBDO Belgium)

Execution
Mercedes is an innovative brand. We needed to find an innovative idea which would attract people who read upmarket magazines and newspapers on their tablets. These readers are the precise target group of potential Mercedes G-Class buyers.

Outcome
140% more test drive requests for the G-Class during the campaign period in comparison to a normal bannering campaign period.Sales results are not yet available.

Client Brief Or Objective
The aim of the campaign was to demonstrate the ability of the Mercedes G-Class to climb slopes of up to 88% steepness. The goal was to attract new customers through this strong idea. In this case, the product demonstration is the best trigger for stimulating a response. By clicking on the banner, the customer can immediately make an appointment for a test drive.

Implementation
To demonstrate the power of the Mercedes G-Class 4X4, we developed a leaderboard banner specifically for tablets.We see a G-Class 4X4 on a tablet, driving through the countryside.When the tablet is turned, the entire web page repositions itself to the horizontal. But not the banner. It stays in its original position. This gives the following impression: the Mercedes G-Class 4X4 is climbing an almost vertical mountain.