Advertiser: MERCEDES-BENZ
Agency: AVANTGARDE GESELLSCHAFT FÜR KOMMUNIKATION
Category: Best Use of Digital Media
Advertising campaign: DIE MULTIPLIZIERTE PROBEFAHRT / DIE VORAUSFAHRER TOUR
Head Of Marketing: Friedericke Balck (Mercedes-Benz Vertrieb Deutschland)
Advertising Manager: Gisela Meyer (Mercedes-Benz Vertrieb Deutschland)
Producer: Katrin Mosig (Avantgarde Gesellschaft Für Kommunikation)
Creative Director: Matthias Mittermüller (Avantgarde Gesellschaft Für Kommunikation)
Creative Director: Tim Strathus (Avantgarde Gesellschaft Für Kommunikation)
Art Director: Andrea Hähnel (Avantgarde Gesellschaft Für Kommunikation )
Chief Executive Officer: Guido Emmerich (Avantgarde Gesellschaft Für Kommunikation)
Chief Executive Officer: Martin Schnaack (Avantgarde Gesellschaft Für Kommunikation)
Effectiveness
The roadshow generated 12.000 participants and for the first time in Germany a 100% booking rate was realized. Movies were shared and liked extensively, which leads to building up millions of viral contacts. Age of participants was 34 years which is significantly below average.
Execution
With the new A Class MB wants to attract a younger target group. Therefore, the brand had to go totally new direction in communication to reach the digital minded target group. By switching the channels, the tonality and offering a digital, interactive and fascinating experience, the New A Class reached the relevant set of the younger target group.
Strategy
The task of launching the new Mercedes-Benz A-Class was to rerejuvenate the brand and to conquer a younger target group. So how to get their attention? Inspire the online generation for a offline roadshow!The young and mobile active target group often make decisions by involving their peers, their communities. Reaching the target by following their behaviour. By a new combination of a roadshow and viral campaign: the multiplied test drive. Each participant got its own movie – with target group affine German actor Matthias Schweighöfer as co-driver. A special dialog toolbox with 20.000 options was developed upfront. After having driven each participant received its individual movie. Movies were shared to a very high level on social media such as facebook.