Cannes Lions
RAZORFISH, New York / MERCEDES BENZ / 2015
Awards:
Overview
Entries
Credits
Description
When it comes to creating immediate activation in a consumer, the “build your own” functionality - which is native to every automotive brand site – is hard to look past. A 2014 JD Power survey found that 85% of automotive site visitors used a customization tool to configure and price a car. Of those that were delighted by the experience, 64% go on to schedule a test drive.
The process of configuring your own car online has been proven to take a consumer from consideration to action.
Execution
Taking advantage of the recently added "tagging" functionality on Instagram, we gave consumers a way to pick the colors, wheels, roof and grill of their new GLA. How did we do it? By hacking the platform and creating hundreds of linked accounts, along with thousands of images representing all the customizable options.
The execution was introduced through the Mercedes-Benz USA Instagram account on the week of launch, and further promoted through a simple demo video.
Outcome
Bringing the functionality directly to our audience’s native environment drove strong results.
The experience received over 100,000 Instagram likes, and 20,000 new followers to the @mbusa account. There were thousands of builds and sentiment was overwhelmingly positive, with comments such as “I loved this”, “…this is something different…. something good” and “You guys rock”.
On the day of launch, Fast Company immediately praised the effort, observing that: “Mercedes isn’t waiting for people to come to their site”. The Instagram experience was even discussed on the Bloomberg Business channel, where pundits debated if this was the future of car marketing.
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