Mercedes-Benz is to launch its SLS AMG car in 3D as part of a £1m integrated campaign created by Weapon7.
Putting breathtaking content at the heart of the campaign, Mercedes-Benz is to film Formula 1 ace David Coulthard driving the new supercar around a well known stretch of open road in 3D.
The film will form the centrepiece of the integrated campaign encompassing outdoor and online, and an AMV created TV ad creating a sense of anticipation and excitement, encouraging consumers to participate online in a quest to discover rare and extraordinary chances to experience the SLS AMG for themselves.
The strength of the content and the credibility the brand has amongst motor fans and consumers will allow the integrated campaign to live and breathe across all channels, from social media, through mobile to experiential.
Such a wholly integrated approach with collaboration across all media combining editorial and commercial communication is appropriate for Mercedes-Benz given its considerable efforts to push the SLS AMG and other models through inventive marketing and advertising.
Mercedes-Benz is offering fans the chance to indulge in exceptional ‘money can’t buy’ experiences including driving the SLS AMG around a famous European racetrack, being driven by David Coulthard, tackling the Top Gear track and personalised SLS AMG driving days at Mercedes-Benz World.
These rare experiences can only be found if the desire is strong enough to look a little deeper throughout the SLS AMG content that Weapon7 has created and that will be generated from the rare experiences themselves.
If consumers look closely enough they will discover subtle links to six rare experience entry forms hidden across the internet. The content will be centralised on both an online hub and mobile site. To amplify the idea, online and real world content will be seeded across the digital landscape via social media channels such as Youtube, Flickr, Facebook, Twitter and Blogs.
Consumers will be kept engaged with the idea across the three months of the campaign through subtle hints and tips on where the next rare experience might be found. Weapon7 worked with ISM and Fever PR to deploy social media and content seeding strategies, and with Inc on 3D filming.
Andrew Roberts, Communications Director, Mercedes-Benz UK said: “Being first to bring a new idea to life is something Mercedes-Benz has an unrivalled track record in. So to signal the launch of our extraordinary new high performance flagship, the SLS AMG, we wanted to take a communications approach that would be both innovative and ambitious.”
“We have also taken a broader and holistic approach to delivering the communications strategy. Starting with a strong editorial idea and then working with Weapon 7 and Inc ensured that the story could work across a number of different channels and still be an entirely credible and cool story. In many ways our approach shows that the traditional boundaries between PR and Marketing Communications are no longer as constraining as they once were.”
Chris Westlake, Managing Partner at Weapon7 said: “We’ve developed an innovative use of 3D filming technology that utilises content and social media to deploy an integrated idea through our ‘Tempt, Engage and Build’ approach. We have created an engagement idea with the aim of igniting and earning the interest in the SLS AMG among a younger audience encouraging them to participate in the launch of the car.”
Media for the campaign was planned by Maxus.
