MERCEDES-BENZ C63 by Weapon7 for Mercedes-Benz

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MERCEDES-BENZ C63

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Industry Cars
Media Promo & PR, Case study
Market United Kingdom
Agency Weapon7
Director Pete Woods
Creative Director Jeremy Garner
Art Director Ant Mcginty
Copywriter Jason Cascarina
Producer Serena Ivanovic, Petrina Soh
Released March 2011

Credits & Description

Category: Best Use of Online Advertising
Advertiser: MERCEDES-BENZ
Product/Service: MERCEDES-BENZ C63
Agency: WEAPON7
Date of First Appearance: Mar 25 2011
Entrant Company: WEAPON7, London, UNITED KINGDOM
Entry URL: http://www.weapon7.com/awards/MBamazon
Creative Director: Jeremy Garner (Weapon7)
Copywriter: Jason Cascarina (Weapon7)
Art Director: Ant McGinty (Weapon7)
Account Director: Nick Riggal (Weapon7)
Producer: Serena Ivanovic (Weapon7)
Planner: Mark Brown (Weapon7)
Technical Director: Rob Meldrum (Weapon7)
Developer: Ugonna Nwosu (Weapon7)
Producer: Petrina Soh (Weapon7)
Director: Pete Woods (Weapon7)
Media placement: Online Ads - Http://www.amazon.com - Monday March 21st 2011
Media placement: Campaign Page - -

Insights, Strategy & the Idea
MERCEDES-BENZ is seen as a premium, luxury brand. But, it also wishes to attract younger drivers and a younger audience as opposed to high-fliers and people considered to have ‘made it.’

The C63 AMG is the perfect vehicle to attract such an audience, being the most affordable sports car in the MERCEDES range and in that it offers exciting levels of power and handling.

We decided to bring the brand to a wider audience, somewhere they would already visit in their daily online activity and show them the car in a surprising, unique and yet relevant way.

To this end, rather than demonstrate the car’s speed and precision on a racetrack, we arranged for an even more challenging circuit – around an amazon.co.uk warehouse.

We filmed this unique stunt and ran teaser video banners, plus the entire film on a landing page within the amazon.co.uk site itself.

Creative Execution
We created an exciting film of well known Top Gear driver Perry McCarthy collecting amazon.co.uk packages to fulfill an order as fast as possible inside a gigantic warehouse.

This showed the speed and precision of the car in an unusual way.

We liased with amazon.co.uk to create a landing page on the site itself which featured the entire film plus extra content such as MERCEDES- themed top ten lists, celebrity user comments and customer recommendations.

Then, throughout the site, we ran teaser banners showing clips from the film, titled according to the page on which they ran (‘Meet the new delivery driver’ on the home page, ‘Impressive specifications’ on product detail pages and ‘Ever wonder what happens after you press the confirm button?’ on the thank you page).

All banners pushed to our landing page, which in turn linked back to the C63 AMG product page on the MERCEDES-BENZ site.

Results and Effectiveness
The Campaign is live as of March 25th, (award entry submitted March 11th).