Clouds takes place in a remote rock-strewn plain. Miles from civilisation a thrill-seeker decides to take on the elements. Roaming the desolate landscape in an open-top car, he instigates a game of cat and mouse with the clouds above, taunting them out of their placid state until their anger manifests itself in the shape of cloud-warriors. They hurl huge pieces of cloud around the sky ferociously, trying to cast darkness on him as he speeds and swerves to avoid the shadows.
Philosophy
Leverages the SLK as a halo product to inject youth and dynamism into the brand by talking about direct control steering and exploring the relationship between the driver, the car and his environment.
Problem
Maintain and enhance Mercedes-Benz leadership credentials in a way that helps Mercedes-Benz feel younger, less conservative, and more dynamic. Help first-time buyers of a premium marque put Mercedes-Benz at the top of their consideration list, whilst also delivering the volume objectives for the year.
Result
42,813 to the drive the elements site over 3 months. 2, 386 brochure requests ( conversion rate - 5.57%). 2,450 views online. 1000+ brochure & test drive requests from iTV. 36,375 visits to Guardian microsite, 9,276 dowloading the film voucher, 4% clicked to find their local MB dealer. Highest ever response to DM piece.