4MATIC ADAPTIVE BOOK

Title4MATIC ADAPTIVE BOOK
BrandMERCEDES-BENZ
Product/Service4MATIC
Category A04. Data Storytelling
Entrant GRUPPO RONCAGLIA Rome, ITALY
Idea Creation GRUPPO RONCAGLIA Rome, ITALY
Credits
Name Company Position
Carla Leveratto Gruppo Roncaglia Creative Director
Marco Fresta Gruppo Roncaglia Creative Supervisor
Bruno Puntura Gruppo Roncaglia Senior Copywriter
Lorenzo Lorato Gruppo Roncaglia Client Service Director
Federico Lombardi Gruppo Roncaglia Account Supervisor
Tia Portelli Gruppo Roncaglia Senior Account Manager
Valeria Cinelli Gruppo Roncaglia Social Media & Community Manager
Simone Tricarico Gruppo Roncaglia Senior Digital Developer
Andreas Mielenhausen Google Creative Lead
Giorgio Ferretti Google Business Partner
David Anderson Google Google Producer
Angelica Velati Google Google Agency Team
Marianna Ghirlanda Google Google Agency Team
Paolo Pigozzo Google Technologist
Alex Fry Psycle Director
Scott Mathers Psycle Senior Project Manager
Haris Amiel Psycle Creative Director
Mark Gristock Psycle Ideation Director
Albert Sanjuan Psycle Design & Motion
Alejandro Castellanos Psycle Design & Motion
Ana Costa Psycle Design & Motion
Mike Parsons Psycle Technical Lead
Rich Dooley Psycle Psycle
Leah Thompson Psycle Interface Developer
Anna Gerber Visual Editions Creative & Editorial Direction
Britt Iversen Visual Editions Creative & Editorial Direction

The Campaign

Innovation and centrality of users data were the pillars of the idea: through the users’ devices we were able to collect personal information and transform the reading experience into something truly unique to what the user is experiencing in that precise moment. We mixed this data-driven approach with an original storytelling, as never done before: a novel which changes and adapts to the reader, both in its words and visual features.

Experience uniquely generated around users data: a different story for each user (even multiple different stories for the same user). Just within the first weeks of the activity over 92,000 unique stories were created, and around the same number of readers. Lead generation was 5x higher than previous similar campaigns, also thanks to direct links to more “business oriented” activation within the story. Over 1.3 Million views on the video spot on YouTube, over 40 articles between online and offline magazines and 56 Million Media Impressions. Besides, the project changed the way eBooks are experienced, and moved the interest of many editors, like Editions at Play, which chose to insert the book in its own online catalogue.

Creative usage of data is at the core of this idea: 4MATIC Book is the first example of adaptive storytelling, which changes according to reader context and place, just like Mercedes-Benz 4MATIC AWD tech, which automatically adapts to different roads and weather. Collected users data, such as location, weather, car traffic, time and last web activity, are then used to generate unique stories, perfectly fitting each reader in a different way.

Users were targeted using their personal data available through their web browsers /devices, mentioning their own cities within the ads, and then using their own navigation starting point as part of the narration, to further improve the “immersive” effect. The targeted users fall within the label of “Mercedes-Benz target customers”, through selected mix of demographic details and device-related infos (i.e. device type, high-end mobile smarpthones, tablets, etc.).