Cannes Lions

MERCEDES-BENZ

JUNG von MATT, Hamburg / DAIMLER / 2008

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Overview

Entries

Credits

Overview

Description

The two Vodafone McLaren Mercedes drivers reveal that they have got racing in their blood. In amusing scenes, we watch friendly rivals on the race track in real life.

Execution

When Hamilton was able to celebrate his third victory in Hungary, leading the race from the start, we used the news coverage by designing the covers of big newspapers such as 'Frankfurter Allgemeine Zeitung', 'Süddeutsche Zeitung' and 'Die Welt' like a chequered flag for the newspaper holders in nationwide bars and cafés.Hence the newspaper held by the reader became a real chequered flag, including the sentence: Mercedes-Benz congratulates Lewis Hamilton on his flag-to-flag-victory in the Hungarian Grand Prix.

Outcome

By equipping the newspapers with chequered flags the homepage of Mercedes-Benz motor sports noted the visitor rate had risen by 35% four days after the appearance. Numerous other positive effects like the increase of fan mail, autograph requests and letters to the editors illustrate that the communication goal was reached.

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