Cannes Lions

Choose Your Ground

BBDO TORONTO, Toronto / MERCEDES BENZ / 2016

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Overview

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Credits

OVERVIEW

Description

CHOOSE YOUR GROUND. No matter which ground or road you choose to take in life, the GLC is the perfect SUV for you. If you get married, get a new job or move away, the GLC is the companion for your growing lifestyle and the responsibilities that come with it.

To bring this idea to life, we wanted to reach our target at the moment their lives changed. So we took to Facebook to celebrate people’s status updates. When someone changed their relationship status to “engaged” or “married”, or if they changed their current living location, we targeted them with a video that celebrated their life-changing event and featured the GLC. So when they were thinking about making other life updates like upgrading their vehicle, the new GLC would be top of mind.

Execution

We used Facebook data to deliver content during relevant social occasions. If a Facebook user got engaged or married, or changed their living location, a 15-second teaser video celebrating that milestone would appear in their newsfeed.

The teaser video would drive people to complete and personalize their own GLC video at CHOOSEYOURGROUND.ca.

By connecting with Facebook and making a few creative selections, their 15-second clip became a 45-second video. Each one was personalized with user data including, their name, spouse’s name, birth date, profile photos and hometown. We even recorded over 500 individual names.

Outcome

The campaign ran over Christmas, New Years, and Valentine’s Day when Facebook status updates happen the most. And it drove big results:

• 33% of videos were shared

• 12.9 Million impressions

• 1.4 Million video views

We knew that targeting people with a video message that was relevant and data-driven would boost engagement, but it turns out that the videos were 6 times more successful than our generic media videos with 60% of our total milestone target viewing them.

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