Mercedes-Benz Case study TRANSPARENT WALLS by Jung Von Matt/Alster Hamburg

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TRANSPARENT WALLS

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Industry Cars
Media Case study
Market Germany
Agency Jung Von Matt/Alster Hamburg
Director Mortimer Hochberg
Executive Creative Director Sascha Hanke
Creative Director Jens Paul Pfau, Tobias Grimm, Jo Marie Farwick
Copywriter Florian Hoffmann, Jan-Hendrik Scholz, Alphons Conzen, Henning Robert
Producer Justin Niklas Mundhenke
Account Supervisor Sven Doerrenbaecher
Released January 2011

Credits & Description

Category: Titanium and Integrated
Advertiser: DAIMLER
Product/Service: MERCEDES-BENZ PRE-SAFE® PRECRASH SYSTEM
Agency: JUNG von MATT
Date of First Appearance: Jan 24 2011
Executive Creative Director: Sascha Hanke (Jung von Matt AG)
Creative Director: Jo Marie Farwick (Jung von Matt AG)
Creative Director: Jens Pfau (Jung von Matt AG)
Creative Director: Tobias Grimm (Jung von Matt AG)
Art Direction: Benjamin Busse (Jung von Matt AG)
Art Direction: Damjan Pita (Jung von Matt AG)
Account Supervisor: Sven Doerrenbaecher (Jung von Matt AG)
Agency Producer: Jannik Endemann (Jung von Matt AG)
Graphic design: Samuel Huber (Jung von Matt AG)
Copywriter: Florian Hoffmann (Jung von Matt AG)
Art Direction: Frederico Gasparian (Jung von Matt AG)
Copywriter: Henning Robert (Jung Von Matt Ag)
Copywriter: Jan-Hendrik Scholz (Jung von Matt AG)
Director: Mortimer Hochberg (Erste Liebe Filmproduktion GmbH)
Producer: Justin Mundhenke (Erste Liebe Filmproduktion GmbH)
Copywriter: Alphons Conzen (Jung von Matt AG)
Interactive Producer: Sascha Kurfiss (Jung von Matt AG)
Account Manager: Dajana Crantz (Jung von Matt AG)
Account Assistent: Marijke Fißer (Jung von Matt AG)
Media placement: Outdoor Projection - Hamburg/Germany - 24.01.2011

Describe the campaign/entry
For 125 years, Mercedes-Benz has been developing innovations such as PRE-SAFE, that detect potential hazards in time to make traffic safer for everyone.

We wanted to explain this unique feature to those who do not drive a Mercedes-Benz as well.

Describe how the campaign/entry was launched across each channel in the order of implementation
To demonstrate the principle of PRE-SAFE, we filmed hardly visible streets at dangerous intersections and projected the image onto the buildings in front of them. This way, everyone was literally able to see through the walls for the first time and identify dangers just in time. With a very simple idea we managed to generate the first campaign that actually made traffic safer.

The idea picked up very quickly and spread across the world via blogs and other social media channels.

Give some idea of how successful this campaign/entry was with both client and consumer
Our unique advertising effort which not only explained PRE-SAFE, but also made traffic a little bit safer, was a huge success.

It wasn’t only the talk of the town, but also generated a huge buzz within the online community around the world.