Briefing:Mercedes-Benz.tv is the Web TV platform for the Mercedes-Benz brand. It covers a broad range of topics from automobile, motorsport, music through to lifestyle. The programme is updated weekly with informative and emotional movies. The objective was to develop a Mercedes-Benz.tv app for iPads and iPhones, which would further establish Mercedes-Benz as technological leader in the automobile industry, also with regard to mobile device communication. Based on the liquid content principle, the app had to appeal to the users not only with its contents, but also with its design and usability, in order to remain attractive for regular visitors and, at the same time, win new viewer groups.Unique:On the basis of the idea of a digital film strip, the app is equipped with intuitive multi-touch navigation, simple sharing functionality and the possibility to download contributions. Its newly developed news channel and playlist function are even better than the online version, generating a big-screen experience on a mobile format.Mechanics:Underpinning Mercedes-Benz’s claim to technological leadership, the design of the Mercedes-Benz.tv app embraces both the past and future. The fundamental creative idea – and also the centrepiece of the user interface – is a digital film strip, which shows all of the film contributions, one after another, as individual thumbnails. The ambilight-like, strict optical colour coding of the different Mercedes-Benz.tv channels and intuitive multi-touch navigation make handling fun for the user, providing him with a unique TV experience for on-the-go.Response:The Mercedes-Benz.tv app has been available for download since the end of May 2011 and has been downloaded more than 100,000 times to date. Alongside predominantly very good ratings, users across the world have expressed their enthusiasm with comments such as: “a resounding success”, “better than BMW tv”, “a must for every Mercedes-Benz fan” – in short “it’s simply Mercedes”.*password: JuryCannes2012