Cannes Lions

AUTOMOBILE

LOWE, Bangkok / MERCEDES BENZ / 2011

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Overview

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Credits

Overview

Description

In 2011, to celebrate 125 years of Mercedes-Benz’s innovation, as a true innovator, we used an innovative way to tell a story with the first ever use of augmented reality and we asked one simple question; ‘What if?’Imagine the world without an innovator; without the first car, without a durable car, without ABS, or without a fuel saving car. Our goal was to engage consumers in an innovative way at Thailand’s biggest automobile event; Bangkok International Motor show, where other brands aim to attract male consumers with attractive women.1.8million people came to the motor show and saw things differently. The campaign generated 10 million baht worth of free media. As a result; 1035 cars were sold at the show and more importantly we have changed the way the motor show should be.

Execution

As a true innovator, we told the story in an innovative way, by creating the first augmented reality at the Bangkok International Motor show. We used a simple question "What would the world be without Mr. Carl Benz, the man who invented the first automobile?" then displayed the history of cars using computer generated graphics, creating the first augmented reality.

Outcome

Mercedes-Benz showed its leadership to the whole industry with 1.8 million people attending the motor show and saw things differently. The campaign generated 10 million baht worth of free media. As a result, we were the top selling premium cars in the event, with 1,035 units sold and more importantly, we have changed the way the motor show should be.We were the top selling premium cars in the event, with 1,035 units sold. But more importantly, we have changed the way the motor show should be.

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