THE INVISIBLE DRIVE by Jung Von Matt/Alster Hamburg for Mercedes-Benz

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THE INVISIBLE DRIVE

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Industry Cars
Media Film
Market Germany
Agency Jung Von Matt/Alster Hamburg
Creative Director Martin Strutz
Art Director Andreas Wagner, Jonas Keller Jung Von Matt Ag
Copywriter Michael Ohanian
Designer Daniel Soares
Producer Martin Schoen
Account Supervisor Sven Doerrenbaecher
Editor Daniel Schmidt
Released May 2012

Awards

Cannes Lions 2012
Direct Lions Product Launches Gold
Cyber Lions Viral Video Bronze

Credits & Description

Type of entry: Sectors & Services
Category: Automotive and Transport
Advertiser: DAIMLER
Product/Service: MERCEDES-BENZ F-CELL
Agency: JUNG von MATT Hamburg, GERMANY
Advertiser DAIMLER
Product MERCEDES-BENZ F-CELL
Entrant JUNG von MATT Hamburg, GERMANY
Type of Entry: Sectors & Services
Category: Automotive and Transport
Title: THE INVISIBLE DRIVE
Advertiser/Client: DAIMLER
Product/Service: MERCEDES-BENZ F-CELL
Entrant Company: JUNG von MATT Hamburg, GERMANY
DM/Advertising Agency: JUNG von MATT Hamburg, GERMANY
Chief Creative Officer: Thimoteus Wagner (Jung Von Matt)
Chief Creative Officer: Fabian Frese (Jung Von Matt)
Chief Creative Officer: Goetz Ulmer (Jung Von Matt)
Creative Director: Michael Ohanian (Jung Von Matt)
Creative Director: Jonas Keller (Jung Von Matt)
Creative Director: Martin Strutz (Jung Von Matt)
Copywriter: Michael Ohanian (Jung Von Matt)
Art Director: Jonas Keller (Jung Von Matt)
Art Director: Andreas Wagner (Jung Von Matt)
Designer: Daniel Soares (Jung Von Matt)
Account Supervisor: Sven Doerrenbaecher (Jung Von Matt)
Account Manager: Sonja Stockmann/Kete Stodtmeister/Ann-Kathrin Geertz/Nelli Walker (Jung Von Matt)
Production Company: (Markenfilm-Crossing)
Director: Daniel Schmidt ()
Cinematographer: Jakob Suess ()
Post Production: Tina Rentzsch ()
Producer: Martin Schoen ()
Programmer: Bettina Ackermann/Christopher Schultz ()
Editor: Daniel Schmidt ()
Describe the campaign/entry
In order to raise awareness for the environmental friendly technology, we executed a spectacular promotion that was documented. The documentary was then posted online and turned into a viral. Our thought: The F-CELL technology leaves zero bad emissions behind and is therefore invisible to the environment. Our idea: the invisible drive – a Mercedes-Benz F-CELL drives through Germany whilst remaining invisible.
Describe the brief from the client
The goal was to increase awareness for the Mercedes-Benz F-CELL technology whilst positioning Mercedes-Benz as the most innovative car manufacturer.

Results

The YouTube video was watched more than 10m times. It received 60,000 'likes', 14,000 comments and 21,000 users selected the video as their favourite. Our documentary was ranked as No. 1 in the ‘Viral-Video-Charts’, beating superstars such as ‘Akon’ and ‘Pitbull’. During the campaign the search terms ‘F-CELL’ and ‘Invisible Mercedes’ enjoyed a disproportionate increase. Our story was covered by many international newspapers, on TV and radio. But not only the media spread our message. Our target audience turned into brand ambassadors, too. Overall, the campaign resulted in over 450m media impressions around the globe.

Creative Execution

We turned the B-Class F-CELL invisible by covering one side with LEDs and the other side with a camera, which transmitted images directly to the LEDs. That way the car completely blended in with the environment, turning it invisible right in front of the pedestrians.


F-CELL is the first hydrogen-fuel-cell-technology that is ready for worldwide serial production. It represents an authentic alternative driving solution and compared to the technology of competitors it is not just ‘a dream of the future’. The F-CELL driving system is already on the road today, producing 0.0 emissions.


The promotion turned into a viral which generated significant media interest.
The campaign promoting the F-CELL technology had to be just as innovative as the technology itself. Instead of a classical advertising campaign we developed an experiential one: the invisible drive. The documentary of the promotion turned into a viral, reaching people around the world.