The overall task of the campaign was to launch the Mercedes – Benz C – Coupe into the market with a heavy sales target. The actual brief from client was to create a 360 campaign using all assets and channels available to us.
The choice to use VR as a platform to push through digital channels came about as an opportunity, VR had never been shot locally by a car manufacturer and this was our chance to do that. Not only to do something that had never been done before but to showcase the interior and exterior features of the car in a whole new way.
The global campaign line is instantly thrilling and this is a perfect extension of that through the use of a clever, never been done before platform.
With the launch of the new C – Class Campaign, we discovered a new way to get people behind the wheel for a test drive. For a car of the C – Coupe’s stature with its stunning design and technical prowess a campaign using traditional channels just wasn’t enough.
We wanted to push the boundaries – what better way than an industry first, using 360 Virtual Reality to showcase this incredible car.
Through Facebook as well as YouTube, customers could experience their very own test drive which showcased the stunning interior of the thrilling Coupe as well as amazing driving scenes right in the very heart of our beautiful country.
The campaign was predominantly digital with staggering results, and was also supported through various mediums such as traditional print, tactical outdoor as well as airport and cinema TV which pushed customers to experience the 360 video online.
To give customers the true experience, various activations were set up through the use of Samsung Gears to give potential customers the true VR experience.