From Jeremy Brook. How do you promote a US$30,000 car like the new Mercedes-Benz CLA to fashionable and image conscious Millennials? Instagram features at the heart of the latest US campaign for the brand. Called Take the Wheel the campaign has enlisted five power-house Instagrammers who are competing with one another for their chance to keep a new CLA if they can secure the most likes from their content. Read more…
We are a few days away from the Super Bowl and, as usual, the energy and the curiosity are building around the commercials that will be broadcasted during the final. Let us do our due diligence then, covering some videos that are trying to score the winning touchdown, for example, in the automotive industry. So here you’ll see the ads by Mercedes, Toyota, Audi, Volskwagen and Kia listed in order of (personal) preference. I would love to know how would you list the! Read more…
It’s not often that you try to make your product invisible as part of your advertising. Dramatizing the new zero-emission technology, Mercedes literally made the car invisible to the environment through a pretty impressive cloaking effect. I love it because the idea is simple, well executed and effective (so far it’s managed to get over 8 million people talking about F-CELL hydrogen fuel cells). Read more…
From the UK, a lovely piece of work by Agency Republic to promote the Mercedes-Benz Smart ForTwo. The truth about Smart is definitely a great example of interactive storytelling: simple, wit and even very informative.
The experience is divided in five chapters and the journey is accompained by a narrator that explains the car characteristics’ and engages users in humorous interactions. The navigation through the five videos is smooth, engaging and even relaxing I would say… In a way, I felt like I was watching a BBC documentary mixed with a light version of Little Britain.
The design reminds me a bit too much of Get the Glass, however I still believe this is a very good website, considering that it’s Flash and multi-language and, most of all, that very often brands sites associated with movies are flat and kind of insipid. Here, on the contrary, the experience is simple yet nice, and even the “usual” competition attached is presented in an interesting way.
I love the site developed by Proximity BBDO Paris to present the safety features of Mercedes’ cars. Video plays a key role in the experience. First, visitors are presented with a futuristic and inspiring video that showcases the Mercedes S capability to avoid obstacles and anticipate potential dangers.
Then the content gets more instructive and practical. A video documentary with a voice over shows and explains at the same time the concept of “securite integrale” of the Mercedes S Class.
My friends at Wysiwyg have just launched in Spain a mini-site for Mercedes C Class. They give the user one minute to discover the features of the car by clicking on a series of photographs which all together build a countdown clock. After the minute is over, you can no longer browse the site, you can decide to go through the site again (always in 1 minute) or, if you want to enjoy the car for a longer period, you can click and book a test drive. Usability purists won’t probably like the restriction which force the surfer, to navigate in one minute, but I personally appreciate the (unusual) irreverent approach for a Mercedes site.
Mercedes introduces its new S500. And it has eight airbags… [via Autoblog.nl]
As you might have already read somewhere, Mercedes has recently launched an emotional website to deliver a strong brand message. The site is called from A to S and features several information through attractive Flash animations. It is definitely worth a visit, although I believe it is not as good as it could have been, considering the nice concept it is based on. Unfortunately not all the letters are yet active. You click and you get a message like “this feature will be added soon, please enter your email address to learn when”. Actually, since the site isn’t about a specific product but just about the brand and the quality of its cars, I don’t see why I should sign up for such info. To me, as a consumer who is actually interested in buying an A-class the site isn’t triggering enough to come back for a second visit just to see what’s new. Too bad.
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