Cars tweet empty parking spaces by Jung Von Matt/Neckar Stuttgart for Mercedes-Benz

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Cars tweet empty parking spaces

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Industry Automotive products, services and accessories
Media Film
Market Germany
Agency Jung Von Matt/Neckar Stuttgart
Creative Director Michael Zölch, Kai Heuser, Joerg Jahn
Art Director Boris Noll
Copywriter Matthias Hess, Desiree Leiprecht
Designer Viktor Vegh, Benjamin Fritz, Matthias M. Müller
Photographer Benjamin Beck
Released October 2011

Awards

Eurobest 2012
Direct Best Use of Other Digital Platforms Bronze
Promo & Activation Best Use of Other Digital Platforms Bronze

Credits & Description

Category: Best Use of Special Events and Stunt/Live Advertising
Advertiser: MERCEDES-BENZ
Product/Service: AKTIVE PARKING ASSIST
Agency: JUNG von MATT
Creative Director: Kai Heuser (Jung von Matt)
Creative Director: Joerg Jahn (Jung von Matt)
Creative Director: Michael Zölch (Jung von Matt)
Copywriter: Matthias Hess (Jung von Matt)
Copywriter: Desiree Leiprecht (Jung von Matt)
Art Director: Boris Noll (Jung von Matt)
Designer: Viktor Vegh (Jung von Matt)
Designer: Benjamin Fritz (Jung von Matt)
Designer: Matthias Müller (Jung von Matt)
Project Manager: Markus Schuhmacher (Jung von Matt)
Photographer: Benjamin Beck (Jung von Matt)
Retoucher: Michael Herrmann (Jung von Matt)
Programmer: Boris Noll (Jung von Matt)
Programmer: Sebastian Heidfeld (Jung von Matt)
Programmer: Darius Morawiec (Jung von Matt)
Production Manager: Simone Abel (Jung von Matt)
Media placement: Promotional stunt - Twitter/ Google Maps - 22. Dezember 2012

Insights, Strategy & the Idea
The task was to promote the Active Parking Assist by Mercedes-Benz. Thereby we had to communicate the innovation leadership of Mercedes-Benz when it comes to driver assistance systems.
What’s special about the Active Parking Assist: it recognises empty parking spaces by passing them. That made us think: If the car knows where the empty parking spaces are – then everybody should know.

The idea: Cars tweet empty parking spaces.
This is how people could find empty parking spaces near them on twitter and even be navigated there.

Creative Execution
Just before Christmas when parking slots were hard to find, the Mercedes-Benz Tweet Fleet with its Active Parking Assist tweeted empty parking spaces in downtown Stuttgart.
The cars automatically generated a tweet with GPS data out of every empty parking space they passed. Via Arduino the onboard electronics were connected to a GPS/GPRS-Shield. Tweets were generated with a PHP Relay which sent the GPS-Data. So people could find empty parking spaces on Twitter and be navigated there by a linked Google map.
The press released this Christmas service the night before the promotion.

Results and Effectiveness
Within a day, Mercedes-Benz Tweet Fleet was ranked top 3 of the most discussed topics in the German-speaking social web.
Blogs, news-websites an magazines wrote about the idea and of course about the system itself.
Not only did this bring a benefit to people looking for empty parking spaces but it also brought the Active Parking Assist up for discussion and proved the innovation leadership of Mercedes-Benz.