Cannes Lions

MERCEDES-BENZ B-CLASS F-CELL

JUNG von MATT, Hamburg / DAIMLER / 2012

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Overview

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Credits

Overview

Description

Mercedes-Benz F-Cell is the first hydrogen driven fuel cell technology that is now ready for serial production. The brief was to draw attention to this eco-friendly technology, and to present Mercedes-Benz as an innovative brand.

Execution

We used technology and design to transform our product into the message itself: ‘The Invisible Drive’ – a Mercedes-Benz F-Cell drives invisibly through Germany. We covered 1 side of the B-Class F-Cell with LEDs. A camera on the other side of the car transmitted the image to the LEDs. That way the car's new design and its environment literally became one, turning it invisible right in front of the pedestrians.

Outcome

The YouTube video was watched more than 10m times. It received 60,000 ‘likes’, 14,000 comments and 21,000 users selected it as their favourite. Our documentary was ranked as no.1 in the ‘Viral-Video-Charts’, beating superstars such as ‘Akon’ and ‘Pitbull’. During the campaign the search terms ‘F-Cell’ and ‘Invisible Mercedes’ enjoyed a disproportionate increase. Several international newspapers, TV and radio stations spread our story. However, not only them: our target audience turned into brand ambassadors, too. Overall, the campaign gained over 450m media impressions around the globe, helping to increase the awareness of Mercedes-Benz F-Cell technology by 43%.

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