The best knows no alternative
When Mercedes-Benz said they wanted to target a more digitally-savvy, more driven and younger audience, we were delighted to play in the digital space. How do you get a younger, aspirational market not just excited about a car, but intrigued enough to actually consider buying one?
The Mercedes-Benz C-Class launch was more sophisticated, more powerful, and more luxurious than ever before, tailored to cater for this up-and-coming group of young professionals. The challenge was converting this awareness into action and using online tools to demonstrate that the audience was seriously making their way up the purchasing path.
To capture the digitally-savvy consumer, we created the first custom automotive YouTube channel in South Africa. The channel acted as a microsite that allowed users to interact with videos, explore the vehicle’s features and connect with the social media hype related to the C-Class launch.
YouTube videos were taken to another level by creating an interactive story born from the TVC. The custom channel was crafted as a responsive microsite using the YouTube API.
We also designed SA’s first Google engagement lightbox ad unit, which allowing the user to browse the vehicle’s features whilst tracking clickthroughs to the custom channel.