4MATIC ADAPTIVE BOOK

ClientMERCEDES-BENZ
Category A10. Excellence in Partnerships for Branded Content
Title4MATIC ADAPTIVE BOOK
Product/Service4MATIC
Entrant GRUPPO RONCAGLIA Rome, ITALY
Idea Creation GRUPPO RONCAGLIA Rome, ITALY
Production PSYCLE London, UNITED KINGDOM
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

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 a 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, which adapts to roads and weather changes. Using Google APIs and mobile devices features we created the 1st example of adaptive storytelling, generating a new story each time a new starting position is registered. A tale that changes according to infinite variants, such us weather, traffic, time of the day, but also 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.

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 it’s able to transform a creative idea into a cultural content, engaging the users through a personal experience such as reading a story. Furthermore, it gives importance to each reader, making him/her the main character of the story, together with his/her context, changing the story according to infinite variants: weather, time, date, car traffic or web navigation data. An experience made possible thanks to the partnership between the Mercedes-Benz and Google, which has enabled to create a unique content that perfectly tells the ability of 4MATIC to adapt to any terrain through the first adaptive story by Google.

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 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 page (geolocalized) allowed the users to fully discover 4MATIC tech, starting from their own home town.