| Title | DEFYING DEATH VALLEY |
| Brand | DAIMLER |
| Product/Service | MERCEDES-BENZ B-KLASSE F-CELL/F-CELL TECHNOLOGIE |
| Category |
A01. USE OF PROMOTIONAL STUNTS/ LIVE ADVERTISING/ LIVE SHOWS / CONCERTS & FESTIVALS |
|
Entrant Company
|
JUNG von MATT Hamburg, GERMANY
|
|
Advertising Agency
|
JUNG von MATT Hamburg, GERMANY
|
|
Production Company
|
MARKENFILM CROSSING Hamburg, GERMANY
|
Credits
| Thimoteus Wagner |
Jung Von Matt AG |
Chief Creative Officer |
| Goetz Ulmer |
Jung Von Matt AG |
Chief Creative Officer |
| Jonas Keller |
Jung Von Matt AG |
Creative Director |
| Andreas Wagner |
Jung Von Matt AG |
Art Director |
| Luca Rescheleit |
Jung Von Matt AG |
Copywriter |
| Justin Salice Stephan |
Jung Von Matt AG |
Copywriter |
| Fabian Frese |
Jung Von Matt AG |
Copywriter |
| Christoph Koehler |
Jung Von Matt AG |
Agency Producer |
| Holger Jaquet |
Markenfilm Crossing Gmbh |
Director |
| Holger Jaquet |
Markenfilm Crossing Gmbh |
Cinematographer |
| Christine Marie Gardeweg |
Markenfilm Crossing Gmbh |
Producer |
| Steven Wilhelm |
Markenfilm Crossing Gmbh |
Editor |
| Alexander Kraemer Goebel |
Markenfilm Crossing Gmbh |
Editor |
| Steven Schwalbe |
WHITE HORSE MUSIC |
Sound Engineer |
| Steve Patuta |
WHITE HORSE MUSIC |
Sound Engineer |
| Peter Stroeh |
Jung Von Matt AG |
Account Executive |
| Sonja Stockmann |
Jung Von Matt AG |
Account Supervisor |
| Ann Kathrin Geertz |
Jung Von Matt AG |
Account Director |
| Desiree Schelinski |
Jung Von Matt AG |
Account Manager |
The Brief
The objective of the direct campaign was to promote and increase the awareness of the
Mercedes-Benz hydrogen fuel cell technology F-CELL. Further the activity aimed to let people
experience that this technology is invisible to the environment. In fact the experiment had the
intention to show that the technology of the F-CELL is not only environmentally friendly, but can
even save lives in moments of emergency. The overall objective of the campaign was to position
Mercedes-Benz as an innovative brand.
Describe how the promotion developed from concept to implementation
By cooling the water vapor, emitted by the Mercedes-Benz B-Class F-CELL, via a specially
designed pipe system, water was collected in a tank construction, mounted to the vehicle. More
specifically: distilled water was collected. The missing micro-elements of the distilled water were
compensated by a particle and carbon filter that was installed to the water tank. The experiement
was executed during a two-day drive through one of the driest places in the world: The Death
Valley (USA). The documentation of the experiment was made into a viral in order to reach people
around the world.
Describe the success of the promotion with both client and consumer including some quantifiable results
With the story earning over 180 million global media impressions world wide and making
headlines on renowned media platforms such as 'Huffington Post' and 'Daily Mail' we succeeded
in our goal to inform a wide audience about the future of emission-free mobility. The video on the
experiment was shared on numerous social media channels and gathered thousands of
comments and 'likes'.
Explain why the method of promotion was most relevant to the product or service
As innovative as the technology F-CELL is, so was the communication campaign promoting the
technology supposed to be. Instead of a classical advertising campaign we developed a
promotion that truly showed the USP of environmental friendliness of the technology: Defying
Death Valley (The F-CELL Experiment). The documentation of the promotion was made into a
viral in order to reach people around the world and created a lot buzz.