AMV BBDO London, United Kingdom Full Service

AMV BBDO Creative Work

Title "Mercedes-Benz A-Class Trailer"
Media Agency Maxus Global
Audio Post Production 750mph
Campaign #YOUDRIVE
Advertiser Daimler AG
Brand Mercedes-Benz
Date of First Broadcast/Publication 10/2012
Product A-Class
Business Sector Cars

To launch the new Mercedes-Benz to a wider and younger target market, Mercedes-Benz and AMV have created #YOUDRIVE, an interactive TV campaign for the new A-Class that invites the audience to drive the story via Twitter, the first time such an event has been executed.

The story takes the form of an exciting cat and mouse caper, during which a music superstar tries, with the help of a female professional driver, to get to a secret gig.  Panicked by the hysterical fans and keen to stop the gig, the authorities try to stop them. Different scenarios shot on the streets of Portugal, allow the viewers to steer the narrative.

After the event, 60” and 30” TV ads will encourage viewers to visit (a custom-built YouTube channel) to view all available films and drive their own A-Class story. Hidden within the online experience are details of the secret gig, and those who find them may enter a prize draw for the chance to win a new A-Class for a year, with odds increasing substantially for those who ‘share’ their experience on Facebook and Twitter.

Media Type Web Film
More Information
Post Production The Mill London
Production Company Stink London
Art Director Steve Jones
Copywriter Mr. Martin Loraine
Director Mr. Yann Demange
Production Company Producer Mr. Blake Powell
Production Company Producer Paula Garr
Director of Photography Mr. Anthony Dod Mantle
Account Director Mr. Benedict Pringle
Account Director Mr. Rob Tauscher
Account Director Mr. Ben King
Account Planner Mr. David Edwards
Agency Producer Ms. Rebecca Scharf
Media Planner Nicola Jopling
Media Planner Chris Lewis-Jones
Advertising Manager Michelle Brogden
Advertising Manager Mr. David George

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