4MATIC ADAPTIVE BOOK
|Category||A09. Data / Insight|
|Title||4MATIC ADAPTIVE BOOK|
|Entrant||GRUPPO RONCAGLIA Rome, ITALY|
|Idea Creation||GRUPPO RONCAGLIA Rome, ITALY|
|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||Creative Lead|
|Giorgio Ferretti||Business Partner|
|Angelica Velati||Google Agency Team|
|Marianna Ghirlanda||Google Agency Team|
|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||Interface Developer|
|Leah Thompson||Psycle||Interface Developer|
|Anna Gerber||Visual Editions||Creative & Editorial Direction|
|Britt Iversen||Visual Editions||Creative & Editorial Direction|
The CampaignThe 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 ExecutionWith 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
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.
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 (geolocalized) allowed the users to fully discover 4MATIC tech, starting from their own home town.
Ice Skaters shows the dreamy and slightly surreal spectacle of a middle aged couple spinning and gliding on the polished wood floors of an elegant, high-ceilinged apartment in their socks. With the tagline 'Bring life into your living room' it is a beautifully crafted advert creating a warm, nostalgic mood for the brand, Ikea. It won Bronze at Eurobest in 2018 for production company CZAR Brussels. Director, Joe Vanhoutteghem and producer, Lander Engels talk to Eurobest about the experience of creating the work.
The team at Marvelous Moscow have the answer. CCO, Artem Sinyavskiy shares the story of how their work for Skylink, 'The 1 MB Campaign', went on to win Bronze at Eurobest in 2017, despite the media budget being pulled a week before the launch of the campaign.
PS21 Madrid, the creative transformation company set up by founder of creative agency dommo Agustín Vivancos, was in its first year when the team began work on Searching for the Special Colour of Seville. It was a piece of work that would not only go on to win the agency’s first major award, Bronze in Creative Data at Eurobest in 2018, but would also become part of Seville’s cultural heritage. We hear how the idea came to life from Strategy Director, Sergio Garcia and Executive Creative Director, Victor Blanco.