| Title | 4MATIC ADAPTIVE BOOK |
| Brand | MERCEDES-BENZ |
| Product/Service | 4MATIC |
| Category |
D01. Data |
|
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
The creative idea was to create 4MATIC Book: the first adaptive story, able to change according to reader context, just like the 4MATIC tech.
The storytelling, with specific focus on reading, was used as a creative tool to precisely reach the target. Everyone reads the story in a unique way and in a personal context. The same context where we reach our target.
Creative Execution
With Google partnership, we developed the first story able to adapt to reader’s context, just like 4MATIC tech, which adapts to roads and weather changes. Using Google APIs and mobile devices features we created the first example of adaptive storytelling, generating a new story each time a new starting position is registered. A tale that changes according to infinite variants, which include weather, city traffic, time of the day, but also the user last activity on his web browser: websites or YouTube videos from which he landed on our story. A travel story written by one of the most known Italian writer: Gianrico Carofiglio, transformed into an adaptive story and made
unique by the users, reading after reading, just like the writer himself once said: stories are not owned by the one who writes, but by the readers themselves. The activity allowed the brand to engage the target talking to each single user, with a product thought around each one of them. Read the 4MATIC book: www.theshapeofclouds.eu