The challenge; to create a cutting-edge mobile and tablet brochure that would bring the stunning new Mercedes-Benz A-Class to life, and all 5 months before the vehicle’s release date.

Using limited pre-release assets; a custom Content Management System allowed us to publish the latest A-Class information the moment it became available, keeping users engaged with the vehicle and brand right up to launch. An in-app social hub, aggregating A-Class social activity, as well as Push Notification programme kept users abreast of the latest information in real-time.

The brochure offered exclusive access to the latest A-Class details, as well as explore the product inside and out. Incredible 360º renders, interior panoramas, interactive model features – even an ‘X-ray vision’ mode to afford a new perspective on the vehicles’ inner workings.

To date the apps have achieved over 22,000 downloads, and boast an average engagement time per user of 62 minutes. Further, the application has directly generated over 182 test drives and 1040 retailers located.

Notable Points:

- Highly detailed, interactive 3D tours, rendered from factory spec data.

- First-look interior panorama with customisable ambient lighting.

- Bespoke soundtrack and SFX produced in-house.

- Channeling live YouTube, Twitter and News updates to ensure that the application is up-to-date and different each visit.

- Real time content management system.

- X-Ray – explore both the shell and the chassis of the car in this unique mode.

- Vehicle configurator: style your own A-Class.

- 360º Social Camera – take a picture of the A-Class at any angle, throughout the app, and share to your favourite social network.

- Deployed in every Mercedes-Benz UK showroom at Point of Sale as well as the App Store.

- Custom “Rich” Push Notifications – Supported the above the line campaign with location-targeted multimedia content. This launched within the app and encouraged repeat use.

- Constant evolution – the application is always changing, feeding the user different content and features on a regular basis.

- In built Omniture tracking to ensure we have up to date and accurate data on each user visiting the application, including locale and form conversion.