Title	RETHINKING DAIMLER.COM
Brand	DAIMLER
Product/Service	CORPORATE WEBSITE
Category	B01. Websites
Entrant	DIGITASLBi Cologne, GERMANY
Idea Creation	DIGITASLBi Cologne, GERMANY

Name	Company	Position
Andreas Teigeler	DigitasLBi	Chief Creative Officer
Sascha Michels	DigitasLBi	Head of Design
Kerstin Fels	DigitasLBi	Head of Concept
Florian Marz	DigitasLBi	Senior Project Manager
Enrico Aderhold	DigitasLBi	Senior Art Director
Tino Engelmann	DigitasLBi	Senior UX Architekt
Alexander Baatout	DigitasLBi	Senior Interface Developer

The Campaign

So, we took different approach: We used the website to bring the Daimler brand to life – to define a brand personality that goes beyond cars and motor shows. We developed topics and stories that could only be told on the Daimler website. Stories too big to be owned by brands like Mercedes or Smart. Topics which influence the entire product line, e.g. “The future of mobility and transportation” or “Digitization”. Those are the stories that shape the brand; and the new Daimler.com needed to become the core communication platform for them.

Creative Execution

The new Daimler.com needed to be created from scratch – with the aim to visually as well as conceptually surpass its sub brands and deliver to current user expectations. Emotional imagery and premium video content create a bold visual language while an intuitive navigation and optimized structure ensure a great user experience on all devices. The new Daimler.com surpasses competitor’s corporate websites with its unique approach positioning Daimler as the leading brand in the automotive industry.

Without much media announcement the relaunch of Daimler.com has surpassed our client’s expectations. Over the first three months after the relaunch, visits to the website have risen by 56% and traffic has exceeded 6 million page views per month compared to an average of 4 million before the relaunch. More significantly: Users spend 25% more time on the new website; the average visit is 6 minutes long. This improved engagement of visitors with the brand – through unique content, stories and facts – has been the greatest success of the new Daimler.com.

From a look at the traffic data it was obvious that the majority of visitors were interested in career-related information. However, most of that visitor traffic was generated through search engines and bypassed the homepage. In fact, most people who started their visit on the homepage navigated to the „company“-section of the website – even those who were eventually interested in investor-related topics. So, while our main target group consisted mostly of investors and candidates, we needed to focus on the stories about Daimler as a company, about innovations, strategies and opportunities.