Maxus Global
TitleMercedes-Benz #YouDrive
Campaign Mercedes-Benz #YouDrive
Advertiser Daimler AG
Brand Mercedes-Benz
Date of First Broadcast/Publication
Product A-Class
Business Sector Cars

A world first in interactive television marketing, using a hashtag to unveil a story..


Mercedes wanted us to launch the new A-Class to a younger audience.

We needed to move brand perceptions away from ‘sedate luxury’ as well as driving 50,000 retail leads.


Our young audience hate being passengers – they’re used to driving content and conversations.

So we gave them power over something they’d never had power over before – the world’s first real-time audience driven TV commercials.

Using Twitter, viewers drove the action over three commercials in a single show. 


We generated a 140% increase in brochure requests and 77,000 leads.

Two months after launch, A-class represents 6.2% of the UK hatchback market. 

Media Type Case Study

Featured Work