Paid: TV with Shazam, Print with Aurasma, Print with QR codes, Ipads ad,Display on-line giving possibilities of counting WOWs after click; stature OOH

Owned: www.mercedes-benz.pl and Facebook fan page, Shazam App – after scanning the user could get information about the A Class, apply for a test drive; Aurasma responsible bringing the print layout alive; A “text clouds” in shopping malls (comic text clouds hanging over parked cars expressing: “I wish I was an A Class”); contest on a mobile app

Earned: big buzz across media, media picked up modern campaign topic

All Mercedes A Class cars were sold out (sales plan for 2012).

Huge social buzz: at least 30 portals picked up the story and giving us almost valued 50,000 euro PR coverage.

YouTube hits over 450,000.

64% increase of Google inquiries during campaign.