| Title | #FINDTHESUV |
| Brand | MERCEDES-BENZ ITALY |
| Product/Service | GLE COUPÉ |
| Category |
E03. Innovative Use of Social or Community |
|
Entrant
|
GRUPPO RONCAGLIA Rome, ITALY
|
|
Idea Creation
|
GRUPPO RONCAGLIA Rome, ITALY
|
Credits
| Carla Leveratto |
Gruppo Roncaglia |
Creative Director |
| Elisa Caracciolo |
Gruppo Roncaglia |
Creative Supervisor |
| Andrea Camusi |
Gruppo Roncaglia |
Digital Developer Senior |
| Simone Rossini |
Gruppo Roncaglia |
Art Director |
| Elisa Lucaccini |
Gruppo Roncaglia |
Videomaker |
| Lorenzo Lorato |
Gruppo Roncaglia |
Client Service Director |
| Fabio Belfiori |
Gruppo Roncaglia |
Account Supervisor |
| Serena Giovinazzo |
Gruppo Roncaglia |
Social Media Manager |
| Gianluca Di Bacco |
Gruppo Roncaglia |
Art Director |
| Valentina Vinci |
Gruppo Roncaglia |
Senior Account Manager |
| Paola Langella |
Gruppo Roncaglia |
Senior Account Manager |
The Campaign
The aim was simple: users had just 13 minutes to find, and win, the new GLE
Coupé. To make it possible, we designed the first interactive treasure hunt
which went live on the Periscope channel of Mercedes-Benz Italy, few days
before the F1 Monza GP. We projected this innovative way to interact with the
audience also to dominate the topic about F1 Monza GP. A teaser stage
intrigued the community with a video showing the SUV running away from a
camera that pursues it. Even Hamilton joined the operation challenging his fans
to participate. Also memes on Facebook and Twitter took the count down for
the live event.
Creative Execution
We designed a special drone that broadcasted on Periscope from its point of
view. The drone was driven by a pilot and the host of the event: Pierluigi
Pardo, an italian sport journalist. Users commented live to direct the drone
through their smartphones, while the host imparted instructions to the pilot. The
flight plan was based on crossroads: when a crossroad was reached, the host
asked users which way they’d like to take. All this combined with a contest
lasting 24 hours: once users have found the car, a secrete word was displayed
on and they had to enter it on the landing page to win a loan for use of the
SUV. The right conclusion was a creative report of the Monza F1 GP, with
special contents (gifs, memes, Vine videos) designed in real time to follow the
evolution of the race. The whole campaign lasted just one week.
This campaign opened a new trend in Mercedes-Benz Italy communication:
more oriented to innovation and to offer new and engaging experiences to
people who want to interact with the brand. #FindTheSUV is the first step
towards new horizons where Mercedes-Benz is perceived as an innovative
brand not only for its products, but also for its way to communicate. In just 13
minutes the live streaming generated: over 1,000 views, over 6,000 likes,
more than 1,500 comments. In one week the whole campaign generated: more
than 1,500,000 views of the video contents, 1500 favourites and 2,500,000
views on Twitter, + 100% new followers on Periscope, 4,000,000 people reached dominating Twitter conversation on the Monza Grand Prix and
overturning the Italian F1 social trend. Buzz and related blogs and magazines.
Twitter Head of Global Brand Strategy rewarded the campaign for the best use
of Periscope worldwide at Twitter Awards.
Target: male, 45-60, succesful. The car must express his status: design and
performance are essential. He is an early adopter, entertainment-oriented and
prefers the most innovative technology. This is the matter why we designed a
campaign completely new, not only for the italian market: to engage a
demanding audience that loves to interact with new media in new ways.