Mercedes-Benz Film, Digital #YOUDRIVE by Maxus London

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#YOUDRIVE

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Industry Cars
Media Film, Digital, Interactive & Mobile
Market United Kingdom
Agency Maxus London
Client Service Director Howard Watson
Released May 2013

Awards

Cannes Lions 2013
Media Lions Product & Service; Cars & Automotive Services Silver

Credits & Description

Type of entry: Product & Service
Category: Cars & Automotive Services
Advertiser: MERCEDES-BENZ
Product/Service: A-CLASS
Agency: MAXUS GLOBAL, UNITED KINGDOM
Client Service Director: Howard Watson (Maxus)
Account Director: Chris Lewis Jones (Maxus)
Business Director: Nicola Jopling (Maxus)
Manager: Karen Mccleverty (Maxus)
Senior Planner: Rebecca Ridgewell (Maxus)
Senior Planner: Jess Marke (Maxus)
Account Director: Blake Spooner (Maxus)

Results and Effectiveness

Just two months after launch the A-class represents 6.2% of the total UK hatchback market.
Brochure requests were up 140% after the campaign and we generated 77,000 leads overall.
We delivered 740,000 visits to the website and 237,000 video views on YouTube.
During the TV show airings, 24,000 tweets were posted and #YouDrive appeared 103 million times on twitter and 30 million times on Facebook.
Crucially, the average age of people enquiring about the A-Class was a full 10 years younger than the Mercedes-Benz average.

Creative Execution

We capitalized on second-screen culture to create the (yes, really) world's first real-time audience-driven TV commercials. Using twitter, viewers drove the action of a story told over three commercials shown in one TV show.
Hashtags in each commercial enabled viewers to steer the story, and they could follow the live voting on the #YouDrive website.
TV stations aired the most tweeted-for commercial which then invited the viewers to drive the action further.
During the week prior to first airing, we built appointment to view excitement by following the conventions of a movie launch. Heavyweight digital outdoor, time targeted SMS, paid social and newspaper cover-wraps all drove consumers to our 30” trailer which enjoyed a 95% completion rate on YouTube.

Insights, Strategy and the Idea

Mercedes tasked us to help launch the new A-class, their most important launch in 60 years, to a new younger audience. The average age of a Mercedes driver is 47; the new car was aimed at 35 year olds.
To do this we needed to change brand perceptions from ‘Sedate Luxury’ to ‘Youthful Energy’ as well as driving 50,000 retail leads, a new high for a car that hadn’t yet launched.
We knew that our young audience hate being passengers, they’re used to driving content and conversations, and they’re used to instant payback from those conversations.
So, we gave them power over something they’d never had power over before: the power to drive a TV commercial.