In order to raise awareness for the environmental friendly technology, we executed a spectacular promotion that was documented. The documentary was then posted online and turned into a viral. Our thought: The F-CELL technology leaves zero bad emissions behind and is therefore invisible to the environment. Our idea: the invisible drive – a Mercedes-Benz F-CELL drives through Germany whilst remaining invisible.

The goal was to increase awareness for the Mercedes-Benz F-CELL technology whilst positioning Mercedes-Benz as the most innovative car manufacturer.

We turned the B-Class F-CELL invisible by covering one side with LEDs and the other side with a camera, which transmitted images directly to the LEDs. That way the car completely blended in with the environment, turning it invisible right in front of the pedestrians.

The YouTube video was watched more than 10m times. It received 60,000 'likes', 14,000 comments and 21,000 users selected the video as their favourite. 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. Our story was covered by many international newspapers, on TV and radio. But not only the media spread our message. Our target audience turned into brand ambassadors, too. Overall, the campaign resulted in over 450m media impressions around the globe.

The promotion turned into a viral which generated significant media interest.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. The documentary of the promotion turned into a viral, reaching people around the world.

F-CELL is the first hydrogen-fuel-cell-technology that is ready for worldwide serial production. It represents an authentic alternative driving solution and compared to the technology of competitors it is not just ‘a dream of the future’. The F-CELL driving system is already on the road today, producing 0.0 emissions.