MERCEDES-BENZ AIMS TO BECOME THE MOST DESIRABLE CAR BRAND IN THE WORLD.

Innovations and technical features are the stuff car dreams are made of. Hence, vital to Mercedes’ brand image. But there’s another, fundamental facet of the brand's image: Individuality. If I can personalise my car, it becomes unique to me - and therefore more valuable and desirable. This in turn increases the desire to buy (ix 125).

THE CHALLENGE

Fewer than one in two people (45%) associate a brand with INNOVATION.

Fewer than one in two people (48%) associate a brand with TECHNOLOGICAL PROGRESS.

Less than 40% associate the brand with INDIVIDUALITY.

THE BRIEFING

A campaign that makes Mercedes a new experience and raises the image dimensions to over 50%.

BRINGING INNOVATION TO LIFE? RELATIVELY SIMPLE.

Give people your product and let them try it! An innovative feature can be experienced independently of the user, the product doesn't even need to be personalised for the person trying it out.

EXPERIENCING INDIVIDUALITY? NOT SO EASY.

Because individuality is infinitely varied and different for everyone. For a truly individual experience, the car would have to look different for everyone.

OUR OPPORTUNITY: WE’RE ALL THE SAME IN THE WAY WE EXPRESS OUR INDIVIDUALITY.

Our clothing has always been one of the most important social signals we send out. Various psychological studies have shown that our choice of fashion reflects our identity and is therefore highly individual. This is exactly what we use to make individuality tangible for Mercedes...

THE IDEA:

We present people with a Mercedes that is tailored not only to them but to how they define their individuality: Their clothes.

STAGING A MERCEDES AS AN OBJECT OF DESIRE FOR EVERYONE HELPS THE BRAND IMAGE AS A WHOLE.

Thus, we take the experience out onto the streets rather than limiting it to an exclusive circle: a real experience in a live installation – accessible for everyone.

MERCEDES - AS UNIQUE AS YOU ARE.

If you wear a black blazer, the car will be shrouded in elegant black. If you wear a green jumper, the car will appear in lush green. Like a chameleon, an AMG SL 55 adapts to your style, 100% individual - like a mirror image, just for you.

MERCEDES AS YOU HAVE NEVER EXPERIENCED THE BRAND BEFORE.

With an interactive, globally unique outdoor installation, we demonstrate state-of-the-art technology using 3D illusion with maximum customisability - tailored to you in real time. This is how we combine innovation and true personalised individuality to let people experience their exclusive Mercedes.

A DIGITAL 3D INSTALLATION BECOMES A CHAMELEON...

Digital screens that simulate a deceptively real 3D effect by cube-like arrangement are familiar to us from Times Square, Piccadilly Circus or Tokyo's Shibuya intersection. But not the fact that the eye-catching 3D illusion takes on the exact colour of passers-by's clothes in real time using Kinect technology. In July 2023, people in Hamburg, Germany, were able to experience this very installation on 108m2 of digital screens.

...AND BRINGS THE AMG SL 55 TO LIFE IN A FASCINATING WAY.

And this was also unprecedented: the Mercedes not only changed colour individually, but could also be controlled, turned and accelerated individually using gestures. A 3D installation that can be customised and controlled in real time is unique in the world and fits perfectly with Mercedes and the brand's ambitions.

SOCIAL MEDIA PROVIDES ADDITIONAL REACH.

And generated a total of 4+ million contacts.

A PERSONALISED MERCEDES EXPERIENCE EVERY 5 MINUTES.

The Mercedes AMG SL 55 changed colour more than 1,150 times during the 12 days of installation. This equates to an average of every 5 minutes. And not only did people experience their own personalised version of the car, they also controlled it directly and innovatively by gesture. Experienced on site, visible throughout Germany.

3.5 TIMES MORE BUZZ.

Experiencing works better than describing, as evidenced by YouGov's buzz index, which increased by a whopping 253% during the campaign (compared to before).

THE CHAMELEON STUNT PUSHES MERCEDES-BENZ'S IMAGE ABOVE TARGET.

The most important image dimensions are all above the target value of 50% after the campaign:

55% say Mercedes is innovative (vs. 45% pre-campaign; +22%)

54% say that Mercedes stands for technological progress (vs. 48% pre-campaign; +14%)

52% say that Mercedes is individual (vs. 38% pre-campaign; +38%)