A scene from the “Showcasing Innovations II” campaign film on Mercedes-Benz Social Media
Concept
- Following the campaign launch of “Showcasing Innovations” in June 2022, Mercedes-Benz is once again opening the door to the “Magical Garage”, a place where innovation can be experienced.
- The holistic 360-degree brand campaign again focuses on four groundbreaking technological highlights that symbolise the innovative strength and pioneering spirit of the brand: Intelligent Comfort, Immersive Sound, Automated Driving and Digital Extras.
- Each of the features presented in the campaign redefines an aspect of the driving experience and focuses on the customer experience inside the vehicle.
- The impactful outcome of the campaign language is a fantastical journey that playfully dissolves the boundary between reality and imagination.
Campaign details
- The continuation of “Showcasing Innovations” runs in Germany and internationally, with market-specific individual dates from 12 September 2022.
- The idea behind the TVC: the main campaign film is once again set in a “Magical Garage” – an imaginary place where many inventions first come into being. On board a floating car seat, the central figure dives into the surreal worlds of the Magical Garage, where four different innovations are brought to detailed life and can be experienced with all the senses:
o ENERGIZING COACH offers comfort and well-being for all senses at the highest level by recommending appropriate comfort programs based on the specific situation and personal values
o Dolby Atmos TM for 3D sound experiences with immersive surround sound
o DRIVE PILOT, with which Mercedes-Benz makes conditionally automated driving (SAE Level 3) possible
o Digital Extras are a wide range of innovative services designed to deliver an outstanding driving experience
After this experience, the central character finally finds herself behind the wheel of the Mercedes-Benz EQS, which drives her out of the “Magical Garage” and onto the road. In addition, other Mercedes EQ models are featured among the Showcasing Innovations campaign assets, including the EQE and EQS SUV.
- The campaign can also be viewed physically and in digitally extended form in the Studio Odeonsplatz by Mercedes-Benz in Munich, from 21 September until the end of November. A variety of interactive scenarios invite visitors to join an all-encompassing customer journey that can be enjoyed with all the senses. The look and feel of the setup reflects that of the campaign film, and offers further insights into innovations from the history of the brand.
Media mix
- Media mix made up of the main 90-second campaign film on the Mercedes-Benz social media channels in four different cutdown variants as 30- and 20-second clips, moving image assets and stills in various formats as well as print and out-of-home ads. In Milan, a three-dimensional OoH will be activated on an exclusive basis from early to mid-October.
Time period
- Launch of the campaign in Europe from 12 September with social media assets, various TVC cutdown variants on Mercedes-Benz social media channels and the 90-second TVC on YouTube and Mercedes-Benz.com
Credits
- Lead agency: Antoni garage for the idea, concept and implementation of the campaign, together with:
- Production company: Tempomedia
- Video: Spellwork GmbH
- Photos : SHANE GRIFFIN
- The agency Liganova for idea, concept and realisation of the Magical Garage exhibition at Studio Odeonsplatz by Mercedes-Benz in Munich