The objective of the promotion was to increase awareness for the Mercedes-Benz hydrogen fuel cell technology F-CELL. Furthermore, the activity’s aim was to let people experience that this technology is invisible to the environment. The overall objective of the campaign was to position Mercedes-Benz as the most innovative car manufacturer.

The YouTube video was watched more than 10 million times. It received 60,000 likes, 14,000 comments and 21,000 users selected it as their favorite. Our documentary was ranked as No. 1 in the ‘Viral-Video-Charts’, beating superstars such as ‘Akon’ and ‘Pitbull’. During the campaign the search terms ‘F-CELL’ and ‘Invisible Mercedes’ enjoyed a disproportionate increase. Several international newspapers, TV and radio stations spreaded our story. But not only them: our target audience turned into brand ambassadors, too. Overall, the campaign gained over 450 million media impressions around the globe, helping to increase the awareness of Mercedes-Benz F-CELL technology by 43%.

The hydrogen-fuel-cell-technology F-Cell produces 0.0 emissions. That means the car is invisible to the environment. This thought was executed with a spectacular promotion: by covering one side of the B-Class F-CELL with LEDs and the other side with a camera which transmitted images directly to the LEDs, we made the B-Class invisible.

During a one week long road show through Germany, people were able to experience the invisible car first hand. For the people that missed the car on the road, a documentary was posted online.

The campaign promoting the F-CELL technology had to be just as innovative as the technology itself. Instead of a classical advertising campaign we developed an experiential one: the invisible drive. Since such a spectacular event hadn’t been seen before, it created a lot of buzz online as well as offline.