For the first time, Mercedes-Benz launched 3 new SUVs onto the italian market.

To communicate them, we chose an important and complicated moment for the

brand life in Italy: the F1 World Championship in Monza. Important because of

their performance on track and complicated because of the italian fans, most

supporting Ferrari. To overturn this italian social trend, we tailored a campaign

that combines two tools in a new way: Periscope and a drone, where both

work together to offer an innovative experience.

We designed a special drone that broadcasted on Periscope from its point of

view. The drone was driven by a pilot and the host of the event: Pierluigi

Pardo, an italian sport journalist. Users commented live to direct the drone

through their smartphones, while the host imparted instructions to the pilot. The

flight plan was based on crossroads: when a crossroad was reached, the host

asked users which way they’d like to take. All this combined with a contest

lasting 24 hours: once users have found the car, a secrete word was displayed

on and they had to enter it on the landing page to win a loan for use of the

SUV. The right conclusion was a creative report of the Monza F1 GP, with

special contents (gifs, memes, Vine videos) designed in real time to follow the

evolution of the race. The whole campaign lasted just one week.