Mercedes-Benz: Mercedes-Benz

Credits & Description:

Brand DAIMLER
Entrant ANTONI BERLIN
ANTONI Berlin, Germany Entrant Company
ANTONI Berlin, Germany Idea Creation
MARKENFILM SPACE Hamburg, Germany Production
Martin Pross antoni garage GmbH & Co. KG Creative Director, Copywriter
Tilman Gossner antoni garage GmbH & Co. KG Creative Director
Alexander Holtz antoni garage GmbH & Co. KG Creative Director, Copywriter
Matthias Bauer antoni garage GmbH & Co. KG Art Direction
Janne Sachse antoni garage GmbH & Co. KG Copywriter
Sven Dörrenbächer antoni garage GmbH & Co. KG Accountant
Robin Weintraut antoni garage GmbH & Co. KG Account Manager
Jan-Hendrik Zillessen antoni garage GmbH & Co. KG Account Manager
Mark Róta antoni garage GmbH & Co. KG Producer
Synopsis
Situation
In January 2018, a new generation of the G-Class was launched. The target group's fear: Will the new G-Class still be the G-Class or will it lose its iconic design?
Brief
The G-Class from Mercedes-Benz has been nearly unchanged since its very first model from 1979.
For the launch of the new G-Class in January 2018 at the Detroit Auto Show, our client asked us to celebrate the off-roader's unique DNA.
Objectives
The campaign should celebrate the off-roader's DNA and make the G-Class the talk of the Detroit Auto Show. Furthermore, Mercedes aimed to increase the sales of the G-Class by 45% in 2018.
Project scale and volume
The campaign started in Detroit at the North American International Auto Show. The Amber Cube welcomed the visitors in front of the trade fair's main entrance. Other locations such as St. Petersburg, Berlin and Dubai will follow.
Outcome
Value added to brand
The campaign made the G-Class a major topic on social media with more than 50.000 comments and more than 500.000 interactions in the first four weeks of the campaign.
Value for consumer
The campaign delivered the undeniable proof that the strong DNA of the G-Class lives on. It raised noticeable euphoria within the target group.
Reach/cultural impact
The pictures of the Amber Cube spread around the globe, reaching about 258 million media impressions and a media equivalent of more than 10.5 million €.
Sales
Only six weeks after campaign start the entire G-Class production of 2018 was sold out.
Achievement against brief
The brief asked for massive attention at the Detroit Auto Show. The goal was achieved. Furthermore, Mercedes aimed to increase the sales of the G-Class by 45% in 2018. Only six weeks after campaign start, this goal was achieved, too.
Execution
Design elements and their integration
The Amber Cube - 45 tons of resin and one original G-Class from 1979.
Design touch points
The installation was placed outside the main entrance of the Detroit Auto Show, where every visitor had to pass it.
Materials, style elements, design choices
Coloured epoxy resin in cubic form evoking the characteristic shape of the G-Class; one original G-Class from 1979.
Design development and process
Several tests of casting, colour, concentration of material over four months; 90 days of nonstop production; grinding process; polishing.
Choice of campaign elements
The Amber Cube as a monumental landmark.
Approach
One original G-Class from 1979 encased in resin. A monumental sculpture whose play of light and materiality attracts all the attention. The Cube became the trade fair's most photographed image.
Scale
Height: 3.10 m; width: 2.55 m; length: 5.50 m; volume: 43.48 m3; weight: 52 t; durablity: for eternity
Campaign Description
Brand relevance
The G-Class from Mercedes-Benz has been nearly unchanged since its very first model from 1979. Its unique silhouette and distinctive details make it a design icon. To celebrate just that, an imposing installation for the off-roader's strong genes is raised - following the example of nature. One original G-Class from 1979 was encased in resin. The Amber Cube: 90 days of production, 45 tons of resin - and just one try.
Target audience (consumer demographic/individuals/organisations)
Our target group consists of four different groups: The off-roaders, who value the G-Class for its unsurpassed off-road capability; the aesthetes, who love the G-Class as a design icon; the extroverts, who take the car as a status symbol of an extraordinary luxury; and the mainstream, because for Mercedes, the G-Class always serves as a brand shaper.