Mercedes-Benz: TRAMP A BENZ (Movie) by Jung Von Matt/Alster Hamburg for Mercedes-Benz

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Industry Cars
Media Promo & PR
Market Germany
Agency Jung Von Matt/Alster Hamburg
Art Director Tilman Gossner
Copywriter Torben Otten, Georg Baur
Photographer Stefan Gburek
Account Supervisor Sven Doerrenbaecher, Sonja Stockmann
Released June 2011

Awards

Cannes Lions 2011
PR Lions Automotive and Transport Gold

Credits & Description

Type of Entry: Sectors & Services
Category: Automotive and Transport
Advertiser/Client: DAIMLER
Product/Service: MERCEDES-BENZ
Entrant Company: JUNG von MATT Hamburg, GERMANY
PR/Advertising Agency: JUNG von MATT Hamburg, GERMANY
Chief Creative Officer: Armin Jochum (Jung von Matt)
Chief Creative Officer: Goetz Ulmer (Jung von Matt)
Chief Creative Officer: Thimoteus Wagner (Jung von Matt)
Public Relations/Executive: Joachim Kortlepel (Jung von Matt)
Art Director: Tilman Gossner (Jung von Matt)
Copywriter: Torben Otten (Jung von Matt)
Copywriter: Georg Baur (Jung von Matt)
Account Supervisor: Sven Doerrenbaecher (Jung von Matt)
Account Supervisor: Sonja Stockmann (Jung von Matt)
Account Manager: Ann-Kathrin Geertz (Jung von Matt)
Agency Producer: Jannik Endemann (Jung von Matt)
Designer/Illustrator/Typographer: Daniel Gumbert (Jung von Matt)
Photographer: Stefan Gburek ()
Animation Company: M.A.R.K 13 ()
Film Production/Cinematographer: Viviane Blumenschein ()
Post Production: Florian Panier (Jung von Matt)
Editorial Office: Boris Woehlecke ()
Technical Supervision: Anna Lena Schlieper ()
Describe the campaign/entry:
For more than 125 years, Mercedes-Benz stands for a certain ambition: The best or nothing.
Last year this principle of the founder Gottlieb Daimler became the new claim of the brand.
To make this principle come alive, we sent street photographer and performance artist Stefan Gbureck on a journey hitchhiking with Mercedes only.
The pictures and stories of the 17-day trip were shared on Stefan's Blog. He portrayed the drivers and their cars and showed the results to an even bigger audience after his trip on his very own exhibition. Stefan was invited to event shows and published a photo book with all the stories and pictures.
Stefan's journey was followed by thousands of readers on his blog. Additionally, the exhibition and the photo book made his story accessible to an even larger amount of people.
Bloggers commented on the project and the high ambition of a hitchhiker travelling with Mercedes only. The project was always related directly to the new claim "The best or nothing".
As "Tramp a Benz" supported the brand communication, it helped to raise the recognition of the claim "The best or nothing" from 0% to 42% in 2010.
Describe the brief from the client:
The goal was to show - what's so special about the new claim of Mercedes-Benz "The best or nothing".
What it means on the road, where it has to prove itself every day. And to talk about "The best or nothing" with people who know what this ambition feels like: Mercedes drivers.
Results:
Stefan's journey was followed by thousands of readers on his blog. Additionally, the exhibition and the photo book made his story accessible to an even larger amount of people.
Bloggers commented on the project and the high ambition of a hitchhiker travelling with Mercedes only. The project was always related directly to the new claim "The best or nothing".
And as "Tramp a Benz" supported the brand communication, it helped to raise the recognition of the claim "The best or nothing" from 0% to 42% in 2010.
"The best or nothing" campaign was the main topic for days, with the photo book being downloaded 1000 times and Facebook fans rose to 2.5million.
Execution:
In one of the coldest Decembers Berlin ever witnessed, street photographer and performance artist Stefan Gbureck set out on a journey with no destination but one goal: to travel with "The best or nothing".
Which in this case meant – no ifs, no buts – just in Mercedes cars.
And the Mercedes community didn't let him down.
Online, where they encouraged him to keep it up. And on the road where he found the friendliest, craziest, most stereotypical and most offbeat Mercedes drivers you could imagine.
The pictures and stories of the 17-day trip were shared on Stefan's Blog. He portrayed the drivers and their cars and showed the results to an even bigger audience after his trip on his very own exhibition. Stefan was invited to event shows and published a photo book with all stories and pictures.
The Situation:
For more than 125 years, Mercedes-Benz stands for a certain ambition: The best or nothing.
Last year this principle of the founder Gottlieb Daimler became the new claim of the brand.
The brief was to make this principle come alive.
The Strategy:
The strategy of "Tramp a Benz" was to create a dialogue about "The best or nothing" in Social Media and non traditional media types by telling a very simple story: Germany's most famous hitchhiker hitchhikes with Mercedes-Benz only. And to bring Gottlieb Daimler's maxim from the year 1886 to life. Prove it in real life. And show how relevant "The best or nothing" still is today.

The Promo / PR Ad titled Mercedes-Benz: TRAMP A BENZ (Movie) was done by Jung Von Matt/Alster Hamburg advertising agency for Mercedes-Benz in Germany. It was released in Jun 2011.