Mercedes-Benz: Flickr

Credits:

Type of Entry: Product & Service
Category: Cars & Automotive Services
Title: FLICKR
Advertiser/Client: DAIMLER
Product/Service: MERCEDES-BENZ
Entrant Company: JUNG von MATT Hamburg, GERMANY
DM/Advertising Agency: JUNG von MATT Hamburg, GERMANY
Creative Credits
Name Company Position
Wolf Heumann Jung Von Matt AG Executive Creative Director
Dirk Haeusermann Jung Von Matt AG Executive Creative Director
Michael Matthiass Jung Von Matt AG Creative Director
Andreas Summ Jung Von Matt AG Creative Director
Ina Ernesti Jung Von Matt AG Art Director
Birte Helmert Jung Von Matt AG Account Supervisor
Daniela Krause Jung Von Matt AG Copywriter
Melanie Raphael Jung Von Matt AG Graphic Design
Stephan Suess Jung Von Matt AG Producer
Tanja Weber Daimler AG Advertiser's Supervisor
Details
Describe the brief from the client:
A campaign that strengthens customer loyalty by stage-setting the brand in a fascinating new way.
Creative Execution:
The Flickr-Book shows a selection of the best Mercedes-photos made by Mercedes-fans and customers. The pictures reflect the enthusiasm of the brand Mercedes-Benz.
Describe the creative solution to the brief/objective.
On the photo website flickr.com, there are well over 100,000 images taken by amateur photographers from all over the world that portray Mercedes automobiles au naturel, in an often spontaneous but always affectionate way. To compile the most off-beat Flickr photos in a coffee-table book. To this end, we asked selected photographers to send us their image and to tell us how it came about. We used both the image and the story without any additional editing. The Flickr book was sent out to existing customers of Mercedes-Benz. A response card was added to the mailing. With the response card the customers got the opportunity to order additional informations and were invited to register for the online portal "My Mercedes" to upload there own photos and share them with others Mercedes-Benz customers.
Describe the results in as much detail as possible.
A response card gave customers the opportunity to request additional information and encouraged them to register for the “My Mercedes” Mercedes-Benz online photo album. Many customers took up the invitation and submitted their own Mercedes photographs. And the photo album just keeps on growing, although precise response rates are not yet available. And there’s another pleasing development, albeit an unexpected one: The response from the Flickr community. Here, the book itself became a hot topic – in groups, maps, discussion forums and a host of links and images. The result: Contrary to the initial plan, a second edition of the Flickr book is to be published in 2009.