Mercedes-Benz Digital CITY GOLF by Weapon7

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CITY GOLF

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Industry Cars
Media Digital, Interactive & Mobile
Market United Kingdom
Agency Weapon7
Executive Creative Director Jeremy Garner
Art Director Alex Dunning
Copywriter Pete Giblin
Designer Martin Meehan
Producer Kate Austin-Smith
Released April 2013

Credits & Description

Advertiser: MERCEDES-BENZ
Agency: WEAPON7
Category: Media, Entertainment and Leisure
Account Manager: Ben Bannister (Weapon7)
Head Of Art: Ian Patrick (Weapon7)
Art Director: Alex Dunning (Weapon7)
Copywriter: Pete Giblin (Weapon7)
Executive Creative Director: Jeremy Garner (Weapon7)
Producer: Kate Austin-Smith (Weapon7)
Innovation Director: Rob Meldrum (Weapon7)
Designer: Martin Meehan (Weapon7)
Brief Explanation
ObjectiveMercedes-Benz had the challenge of making their brand appeal to younger people, by showcasing its focus on innovation, and leveraging their sponsorship of golf & The Open. StrategyWe discovered an insight true to all golfers; they’re always practicing their swing, even without a golf club in their hands. We called it ‘the air swing’.We set out to make it more fun and rewarding. Our idea was to reinvent the game for an urban environment. RelevanceThe only requirement was that we had to make use of their existing relationship with professional golf, which like the brand had a traditionally older audience. So we had to create something that was truly innovative, a technological world first to attract young people. Product / InnovationWe created the world’s first mobile golf game which used the iPhone’s gyro and accelerometer to turn the phone into a golf club. Users could play to 27 hole-in-one style greens, with their actual swing (including power and accuracy) into the game. It also included multi player, and social connectivity so players could share their scores (and brag about winning) on Facebook. Performance•Played in cities around the world from Sydney to Sacramento.•Usage times of up to ten minutes.•Featured on The Guardian, Huffington Post and blogged about worldwide.