Cannes Lions

MERCEDES-BENZ E-CLASS ESTATE

SCHOLZ & VOLKMER, Wiesbaden / MERCEDES BENZ / 2003

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Customer: Mercedes-BenzTarget group:• (Prospective) customers of the new E-Class Estate• People interested in Mercedes-Benz and their products (worldwide)• Web-affine Internet users interested in automobiles and, perhaps, especially in estate cars.Task:• Development of an Internet appearance in the frame of the integrated product communication about the new E-Class Estate.-The international applicability of the appearance for all Mercedes-Benz branches.Creative idea:• Present the two main aspects of the new automobile in two worlds:-A world of beauty, in which the new Estate seduces the user.-A world of technology, showing everything the new Estate convinces with.The user has two possibilities to navigate between the sections:• In a rational way, using the classic navigation• In an emotional way, using a "Switch Button" offered on some sitesHighlights:• Internationally: A separate programme ensures a simple adaptability of the flash-based Internet appearance to further languages and other context-based requirements of the Mercedes-Benz branches worldwide• A slide show with large, emotional pictures in the beauty section; the user himself can create a slide show and send it (specials/slide show).• The Switch Button turns the context sections of Beauty and Technology.Realisation: Design• Beauty: Large, emotional pictures, a kind of self-running slide show, transport the design features.• Technology: Realistic, picturesque and graphic animations explain the most important features.Navigation• Two sections (Beauty and Technology) each having their own homepage.• Classical rational navigation using the horizontal navigation• Emotional navigation using the Switch Button (especially in order to switch between the homepages.)Technical description:• HTML 4, Flash 5, PHP4, mySQL

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