Cannes Lions

A MOBILE TIME TRAVEL

MEC, Dusseldorf / DAIMLER / 2013

Presentation Image
Case Film

Overview

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Credits

Overview

Execution

A time machine is only interesting if users can control it themselves. Also, high income top performers, representing the SL target group, have only little time, are very experienced in media usage and thus very demanding.

As a consequence of this, we chose the iPad as an ideal platform. It is hugely popular among the affluent target group and offers interactive navigation.

We integrated the time machine into the tablet apps of the two most popular quality newspapers - Die Zeit and Die Welt. No downloads or additional installations!

The SL time machine was embedded into the actual editorial content of the newspapers inviting users to navigate through the last decades and follow the SL's pioneering technology milestones up to the market launch of the latest model- the Mercedes Benz SL 350. Every stop featured historical Zeit and Welt articles matching the date.

Outcome

The Mercedes-Benz SL time machine was an outstanding success.

• An interactive integration into the app which has never been put into practice before.

• The creative concept of a digital time machine was a perfect transfer of the brand’s

unique DNA into media.

• Its rich-media integration into the actual newspaper app was flawless without any

further need for downloads or additional installations.

• Original news articles from the past issues of Die Welt and Die Zeit ensured 100%

authenticity.

• More than 70,000 issues delivered significant reach in the target group.

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