Paula Garr
Producer at The Mill London
London, United Kingdom
TitleMercedes-Benz A-Class Trailer
Campaign #YOUDRIVE
Advertiser Daimler AG
Brand Mercedes-Benz
Date of First Broadcast/Publication
Product A-Class
Business Sector Cars
Philosophy To launch the new Mercedes-Benz to a wider and younger target market, Mercedes-Benz and AMV have created #YOUDRIVE, an interactive TV campaign for the new A-Class that invites the audience to drive the story via Twitter, the first time such an event has been executed.
The story takes the form of an exciting cat and mouse caper, during which a music superstar tries, with the help of a female professional driver, to get to a secret gig.  Panicked by the hysterical fans and keen to stop the gig, the authorities try to stop them. Different scenarios shot on the streets of Portugal, allow the viewers to steer the narrative.
After the event, 60” and 30” TV ads will encourage viewers to visit (a custom-built YouTube channel) to view all available films and drive their own A-Class story. Hidden within the online experience are details of the secret gig, and those who find them may enter a prize draw for the chance to win a new A-Class for a year, with odds increasing substantially for those who ‘share’ their experience on Facebook and Twitter.
Media Type Web Film
More Information
Production Company
Audio Post Production
Media Agency
Media Planner
Director of Photography (DOP)
Production Company Producer
Production Company Producer
Post Production
Account Director
Account Director
Agency Producer
Advertising Manager
Advertising Manager
Art Director
Account Planner
Account Director
Media Planner

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