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Mercedes-Benz - "Mercedes-Benz #YouDrive" - Maxus Global

  • Mercedes-Benz #YouDrive
  • Mercedes-Benz
  • Daimler AG
  • Maxus Global
  • United Kingdom
  • Mercedes-Benz #YouDrive
Product NameA-Class
Product CategoryCars
LanguageEnglish
Date of First Broadcast/PublicationJune 14, 2013
Media TypeCase Study
Length117 Seconds
Awards Cannes Lions International Festival of Creativity, 2013 (Silver Lion) for Cars & Automotive Services

Story

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

Concept

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.

Problem

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. 

Result

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.