Title	#GOMB
Brand	MERCEDES-BENZ
Product/Service	MERCEDES-BENZ
Category	C04. Response / Real-time Activity
Entrant	GRUPPO RONCAGLIA Rome, ITALY
Idea Creation	GRUPPO RONCAGLIA Rome, ITALY

Name	Company	Position
Carla Leveratto	Gruppo Roncaglia	Creative Director
Rubens Coppi	Gruppo Roncaglia	Copywriter
Elisa Lucaccini	Gruppo Roncaglia	Videomaker
Lorenzo Lorato	Gruppo Roncaglia	Client Service Director
Marco Fresta	Gruppo Roncaglia	Creative Supervisor
Federico Lombardi	Gruppo Roncaglia	Account Supervisor
Tia Portelli	Gruppo Roncaglia	Account Manager Supervisor
Valeria Cinelli	Gruppo Roncaglia	Social Media & Community Manager
Marta Galiazzo	Gruppo Roncaglia	Social Media Strategist

The Campaign

Monza. Italian GP. F1 arrives in Ferrari’s house, the team with the most passionate and loyal supporters of the world. How can Mercedes-Benz bring out all of its passionate spirit? By overcoming Ferrari’s supporter passion and leaving the technological supremacy on the field. To succeed it was necessary, first of all, that all of the MB supporters felt as part of one big population (the MB population). To do so, we asked them all of their participation to support the team in the most difficult GP, the one coloured in Ferrari red (where Ferrari’s flags dominate). Consistently with our goals, we engage supporters with creatives and CTA that would stimulate their creative, joyful and passionate side to dominate the social conversations and interactions.

Campaign Success

We created the #GOMB hashtag that reunited all the MB supporters on Mercedes-Benz Italia Twitter profile. We created the first pilot emojis in the world: Hamilton and Rosberg used them to engage supporters with sympathy and the supporters enjoyed using them in their tweets. For the first time, emojis got into real life becoming real masks, spread in the circuit and printable at home: supporters and mechanicals made selfies and share them. For 4 days we tweeted special contents to exclusively bring to life the GP: private events, pilots interviews, live broadcast from the circuit and a live session that followed the race minute after minute. Brand Ambassador and celebrities engaged their fan asking them to sustain #GOMB. Supporters had the chance to live the GP together with MB in a new way: with sympathy and passion.

Describe the success of the promotion with both client and consumer including some quantifiable results

Mercedes-Benz dominated worldwide social conversations overtaking Ferrari in its own home. Drivers’ emojis reach 201 MLN worldwide on twitter. 2 MLN video views on Facebook and Twitter. over 40K interactions on Facebook and Twitter. Over 30.000 tweet all over the world. Trending topic in Italy, France and UK.

Explain why the method of promotion was most relevant to the product or service

In Italy, the F1 world is dominated by the community of Ferrari’s supporters. Who would ever talk about the community of Mercedes-Benz’s Supporters? NOBODY. We gathered all MB fans engaging them into a common cause: beat the passion of Ferrari’s Supporters at F1 Monza Italian Gp. The project activated the fans from racetrack and at home through social networks showing their real love for our brand.

The Mercedes-Benz target is very familiar with technology and is a very frequent user of the web and the social networks, especially Twitter. With the #GOMB, the user was able to live all the 4 days of the race through the Italian MB Twitter profile like never before: with live contents from the circuit, from the events and contents sent directly from pilots and the team. 4 days where the user transmitted his support with retweets and shares, helping the conversation domain to grow hourly. The creative approach focused on informality, sympathy and empathy between brand and supporters that were part of the team with the goal of charging everyone.