Martin Strutz
Martin Strutz
Creative Director at Jung von Matt/Alster
Hamburg, Germany
TitleThe Invisible Drive
Campaign Invisible Drive
Advertiser Daimler AG
Brand Mercedes-Benz
Date of First Broadcast/Publication
Tagline Invisible to the environment


Mercedes-Benz’s Invisible Drive campaign was designed to raise awareness and create involvement for Mercedes-Benz’s F-CELL technology in France and Germany. 

The targeted audience was the digital native group, always eager to share content, but also hard to convince: young, tech-savvy and environmentally-conscious opinion leaders who are not particularly fond of established premium car brands like Mercedes-Benz. 

In order to attract the targeted audience, the campaign used a hardly known, yet powerful drive engine – the Mercedes-Benz F-CELL, a hydrogen fuel-cell power train that produces zero emissions. This makes it invisible to the environment while being driven. Mercedes-Benz took the “invisible car” and created a 90-second technology documentary. This was made possible by covering one side of a B-Class F-CELL with LEDs and adding a camera to the other side of the car which transmitted the image into the LEDs, thus making the car seem invisible.

With appearances in all relevant technology and design blogs, and more than 9 million views on YouTube in less than ten days, the Invisible Drive campaign created immediate awareness for Mercedes-Benz and F-CELL. With 78% share of voice, Mercedes-Benz F-CELL won the battle of buzz against Audi Urban Future Initiative and BMW Guggenheim Lab. At less than €130,000 of production costs, the Invisible Drive idea created more than 18.6 million free media impressions on blogs and forums and generated a media equivalent of more than €2.2 million on YouTube alone. 

Media Type Web Film
Creative Director
Creative Director
Art Director
Creative Director
Art Director

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