ANTONI, Berlin / MERCEDES BENZ / 2018
In January 2018, a new generation of the G-Class was launched. The target group's biggest fear: Will the new G-Class still be the G-Class or will it lose its iconic design?
The G-Class from Mercedes-Benz has been nearly unchanged since its very first model from 1979.
For the launch of the new G-Class in January 2018 at the Detroit Auto Show, our client asked us to celebrate the off-roader's unique DNA.
The campaign should celebrate the off-roader's DNA and make the G-Class the talk of the Detroit Auto Show. Furthermore, Mercedes aimed to increase the sales of the G-Class by 45% in 2018.
Following the example of nature, an imposing installation for the off-roader's strong genes was raised. Therefore, one original G-Class from 1979 was encased in resin. The Amber Cube: 90 days of
production, 45 tons of resin - and just one try. The Cube welcomed the visitors of the Detroit Auto Show and became the trade fair's most photographed image.
Our target group consists of four different groups: The off-roaders, who value the G-Class for its unsurpassed off-road capability; the aesthetes, who love the G-Class as a design icon; the extroverts, who take the car as a status symbol of an extraordinary luxury; and the mainstream, because for Mercedes, the G-Class always serves as a brand shaper.
We aimed to create a strong picture that would communicate our message, would become the talk of town at the Detroit Auto Show, and eventually spread around the world in press and social media.
One original G-Class from 1979 encased in resin. A monumental sculpture whose play of light and materiality attracts all the attention. The Amber Cube: 90 days of production, 45 tons of resin - and just one try. The Cube welcomed the visitors of the Detroit Auto Show and became the trade fair's most photographed image.
We created a monument for eternity: 45 tons of resin, 90 days of production, one original G-Class from 1979 - and just one try.
o Media channels and integration
The Amber Cube became the most photographed picture of the Detroit Auto Show. The picture became a lively discussed topic in social media and the press and spread around the globe.
The Amber Cube was built over a period of one year. 90 days alone of nonstop casting were necessary to errect this artwork. Its first public show was during the Detroit Auto Show in early January 2018. Other locations such as St. Petersburg, Berlin and Dubai will follow.
The measures of the Amber Cube: Height: 3.10 m; width: 2.55 m; length: 5.50 m; volume: 43.48 m3; weight: 52 t; durability: for eternity
o Tier 1: Media Outputs - coverage depth (quality/quantity), tone and message delivery, purchase intent (survey)
The Amber Cube became the talk of the Detroit Auto Show and the picture spread around the world reaching 258 million media impressions and a media equivalent of 10.5 Million €.
o Tier 2: Target Audience Outcomes - measurable changes in awareness, comprehension, perceptions/attitudes/opinions, and target behaviors/actions/responses achieved
The campaign made the G-Class a major topic on social media. With more than 50.000 comments and more than 500.000 interactions in the first four weeks of the campaign our target group got actively involved into our campaign.
o Tier 3: Business Outcomes - campaign's measurable effect on sales/revenues/profits, market share, stock valuation, brand equity, reputation scores and other traditional marketing and business metrics