The Autonomous Radio Campaign is the first series of radio spots that adapts to breaking news in exactly the same way that the new E-Class adapts itself to driving conditions (road, weather, other cars…).

The Autonomous Radio Campaign is the first series of radio spots that adapts to breaking news in exactly the same way that the new E-Class adapts itself to driving conditions (road, weather, other cars…). Barack Obama arrives at Buckingham Palace and meets Queen Elizabeth? Our team immediately wrote a spot focusing on both the event and one of the new E-Class’s USPs, created it using a text to speech robot, and broadcast it live. The first Autonomous Radio Campaign was born.

9 spots created

6,2 million listeners a day.

It is difficult to isolate the business results driven by this communication, especially because the car industry is not an impulsive category where consumers buy a product as soon as they have heard about it. But we can track the increased mentions of innovation in our target’s Twitter activity. With this KPI in mind, the campaign was successful. Hundreds of people tweeted positive messages after hearing the spots on RTL, stressing the level of creativity in particular.