ESCAPE THE MAP by AMV BBDO London for Mercedes-AMG

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ESCAPE THE MAP

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Industry Cars
Media Print, Magazine & Newspaper
Market United Kingdom
Agency AMV BBDO London
Director Carl Eric Rinsch
Executive Creative Director Paul Brazier
Copywriter Paul Knott, Tim Vance
Producer Margo Mars, Emmalou Johnson
Released November 2011

Credits & Description

Category: Best Online Advertising in a Promotional Campaign
Advertiser: MERCEDES
Product/Service: C-CLASS AMG COUPE
Agency: ABBOTT MEAD VICKERS BBDO
Executive Creative Director: Paul Brazier (AMV BBDO)
Art Director: Tim Vance/Paul Knott (AMV BBDO)
Copywriter: Tim Vance/Paul Knott (AMV BBDO)
Director: Carl Eric Rinsch (RSA Productions)
Producer: Margo Mars (RSA Productions)
Post Production: (Digital Domain)
Producer: Emmalou Johnson (AMV BBDO)
Music: (11:59)
Sound Design: Anthony Moore (Factory)
Sound Design: Tom Joyce (Factory)
Production Director: Valentina Culatti (Unit 9)
Interactive Producer: Alessandro Pula (Unit 9)
Interactive Director: Rob Corradi (Unit 9)
Technical Director: Yates Buckley (Unit 9)
Developer: Marco Corti/Artjom Vassiljev (Unit 9)
Developer: Renato Formato/Luisa Tatoli (Unit 9)
Digital Production: (AMV Lab)
Digital Production: (Weapon 7)
Digital Producer: Esther Cunliffe (AMV BBDO)
Media placement: AUGMENTED REALITY - EMAIL/METROWRAP - 1ST NOVEMBER 2011
Media placement: WEBSITE - WWW.ESCAPETHEMAP.COM - 1ST NOVEMBER 2011
Media placement: SOCIAL MEDIA - TWITTER/AUDIOBOO - 1ST NOVEMBER 2011
Media placement: MOBILE - GAME PARTICIPANTS - 1ST NOVEMBER 2011
Media placement: ONLINE - YOU TUBE HOME PAGE - 1ST NOVEMBER 2011

Describe the objective of the promotion.
Mercedes-Benz owners are mostly in their 50s. The brand had lost touch with younger drivers.

We needed to create a promotion that would activate an affluent, intelligent audience in their 30s to test drive the Mercedes C63 AMG Coupé.

Describe how the promotion developed from concept to implementation.
We identified the key technologies and devices our target audience were using, then used these to write a first person (POV) interactive story, that served as the entry mechanic to win the car for real.

In our story, we brought Streetview to life in trans-media sci-fi thriller. Entrants had to help a girl escape the map before she is deleted, by driving a virtual car. AR, social media, online film and direct calls from the characters enabled participants to get involved in the competition storyline.

Explain why the method of promotion was most relevant to the product or service.

A promotion to win a £70k luxury car is a strong pull for younger drivers.

The ‘dystopian’ film genre (including Inception and Tron Legacy) is popular with the UK’s younger, tech-savvy audience. Equally popular is Streetview, which hadn’t been recreated as a strange, sci-fi world before.

Our audience are advanced mobile users, so we also created a combination of AR, social media and phone calls from the characters to enhance the competition narrative and place it directly in their hands.

Combined, these elements gave us the opportunity to show off the C63 AMG in an unexpected, yet relevant world.

Describe the success of the promotion with both client and consumer including some quantifiable results.
• 1.5m people escaped the map.
(Source: Google Analytics)
• Over 168,000 entered the competition to win the car
(Source: Mercedes Benz November/December 2011)

Directly attributed to the campaign:

400% increase in traffic to Mercedes-Benz.co.uk
(Source: Mercedes-Benz October/November 2011)
• 141% increase of brochure requests for the C-Class
(Source: Mercedes-Benz 2010/2011)
• 74% increase in test drive requests across ALL models
(Source: Mercedes-Benz 2010/2011)
• C-Class sales increased by 62%
(Source: Mercedes-Benz 2010/2011)
• C63 AMG Coupé was completely sold out