Title	4MATIC ADAPTIVE BOOK
Brand	MERCEDES-BENZ
Product/Service	4MATIC
Category	D03. Use of Real-Time Data
Entrant	GRUPPO RONCAGLIA Rome, ITALY
Idea Creation	GRUPPO RONCAGLIA Rome, ITALY

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

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 madeunique by the users, reading after reading, just like the writer himselfonce 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

Results

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.

Because creativity develops starting from a clear and direct CTA: an invitation to read offered to the consumer, creating a unique relationship with each user. The activity engage the target in a personal way, making him/her the main character of the story, together with his/her context, changing the story according to infinite variants linked to the reader context. The technology records users data in real-time, about location, weather, car traffic, time and web navigation, writing every time a new unique story with these data.

Mercedes-Benz is a pioneer of 4WD tech: 4MATIC has a history of success and, through time, evolved to adapt on every road. Our insight: a story that adapts to your journey. Creativity develops starting from a clear and direct CTA: an invitation to read offered to the consumer, creating a unique relationship with each user. Target: 30 to 60yo, with middle to high culture and high purchasing power, which uses mobile devices as a reading tool. Mobile it’s then crucial as it’s the primary device where the story is read, and it provides users geolocalization and other details, allowing the story to change according to these data. The most important digital assets were involved: YouTube ads, geolocalized banners, Google Adwords and Social media. A dedicated product-focused landing (geolocalized) allowed the users to fully discover 4MATIC tech, starting from their own home town.