Mercedes-Benz Print THE QR-PROTOTYPE CHASE by Jung Von Matt/Next Hamburg

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THE QR-PROTOTYPE CHASE

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Industry Cars
Media Print, Magazine & Newspaper
Market Germany
Agency Jung Von Matt/Next Hamburg
Creative Director Michael Ohanian, Martin Strutz, Jonas Keller Jung Von Matt Ag
Art Director Simon Hiebl Jung Von Matt Ag
Copywriter Bahador Pakravesh
Designer Kenzi Benabdallah, Christopher Brinkmann, Kevin Mitchell
Photographer Andreas Burz Jr.
Account Supervisor Sven Doerrenbaecher
Released October 2011

Credits & Description

Category: Best Use of Other Digital Media in a Promotional Campaign
Advertiser: DAIMLER
Product/Service: MERCEDES-BENZ A-CLASS
Agency: JUNG von MATT
Agency: JUNG VON MATT / NEXT
Chief Creative Officer: Armin Jochum (Jung von Matt)
Chief Creative Officer: Thimoteus Wagner (Jung von Matt)
Creative Director: Michael Ohanian (Jung von Matt)
Creative Director: Martin Strutz (Jung von Matt)
Creative Director: Jonas Keller (Jung von Matt)
Conceptionalist: Philipp Dietz (Jung von Matt)
Conceptionalist: Robert Ehlers (Jung von Matt)
Art Director: Simon Hiebl (Jung von Matt)
Copywriter: Bahador Pakravesh (Jung von Matt)
Designer: Kevin Mitchell (Jung von Matt)
Designer: Kenzi Benabdallah (Jung von Matt)
Designer: Christopher Brinkmann (Jung von Matt)
Account Supervisor: Sven Doerrenbaecher (Jung von Matt)
Account Manager: Sonja Stockmann/Julia Brinker/Maria Groh/Nicola Ohle (Jung von Matt)
Agency Producer: Christian Will (Jung von Matt)
Artbuyer: Susanne Nagel (Jung von Matt)
Audioproduction: (White Horse Music)
Animation: Michel Magens
Photographer: Andreas Burz Jr.
Vehicle Decals: (Fahrzeugbeklebung Absolut-Digital)
Media placement: Website - http://qr-trophy.mercedes-benz.com/ - 22nd December 2011
Media placement: App - AppStore, Android Market - 19th January 2012
Media placement: Facebook-Page - www.facebook.com - 31st January 2012
Media placement: Promotion - Across Germany - 31st October 2011

Describe the objective of the promotion.
The A-Class QR-Trophy – the hunt for the QR-Prototypes of the new A-Class.
In order to generate excitement and attention for the new A-Class before the market launch, we turned secret prototypes into advertising media.

Describe how the promotion developed from concept to implementation.
We turned secret prototypes of the new a-class into advertising media. Instead of the camouflage pattern on Prototypes, the cars were fully plastered with QR-Codes and sent onto the streets of Europe. The goal was to find the different QR-Codes on the streets, in the press and online to scan and collect them with the Smartphone App in order to win a trip to the world premiere of the new A-Class.

Explain why the method of promotion was most relevant to the product or service.
The new A-Class of Mercedes-Benz is the begining of a new genaration of cars. The A-Class is more dynamic, progressive and with it’s features more modern. Therefore we came up with an idea that typified these facts. Building a new medium, using digital channels and communicate in a playful way to awaken the hunting instinct of all car fans around the world.

Describe the success of the promotion with both client and consumer including some quantifiable results.
The QR-Prototype breaks through right away.
More than 50,000 Landingpage Visits
Over 80,000 Trailer Views.– Just in the first hours.
The interest and involvement is overwhelming.
Over 2,860,000 Google Hits. More than 6,800,000 Facebook Impressions.And App of the Day at the Apple App Store.
All that, contributes to a hype for a car that is not even officially launched yet. The mystery spreads across the world involving everyone interested in cars.
And the hunt for the new A-Class has just begun.