Title | 4MATIC ADAPTIVE BOOK |
Brand | MERCEDES-BENZ |
Product/Service | 4MATIC |
Category |
A04. Data Storytelling |
Entrant
|
GRUPPO RONCAGLIA Rome, ITALY
|
Idea Creation
|
GRUPPO RONCAGLIA Rome, ITALY
|
Credits
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.).