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.