Title	#24RIDE
Brand	MERCEDES BENZ CARS CESKÁ REPUBLIKA S. R. O.
Product/Service	MERCEDES-BENZ A-CLASS
Category	D03. Use of Social & Digital Platforms
Entrant	JAD PRODUCTIONS Prague, CZECH REPUBLIC
Idea Creation	JAD PRODUCTIONS Prague, CZECH REPUBLIC
Production	JAD PRODUCTIONS Prague, CZECH REPUBLIC

Name	Company	Position
Yemi A. D.	JAD Productions	Creative director
Marko Baćević	JAD Productions	Project manager
Sandra Plachá	Mercedes-Benz Cars ČR	Marketing manager

Why is this work relevant for Brand Experience & Activation ?

#24RIDE, the first ever 24-hour livestream game show, announced the launch of new Mercedes-Benz A-Class. 12 participants drove 20 influencers through 9 cities while getting tasks from mission control. Anyone could join this trip because the car and all stops were wired with cameras and broadcast to YouTube & FB. Livestream viewers could win one of 200 prizes, including a new A-Class. KPIs: reach of 400k people, target audience of 25-34 yo., NPS of 9, increase client’s social media audience. Throughout the trip, everyone in the new car uses its features and shows how they work in real time.

Background

The project’s goal was to attract the 25-34yo demographic and get them to see Mercedes in a different light, draw the attention of social media users, and generate traffic & authentic content for the client’s social media profiles. Because A-Class is the access point to the Mercedes-Benz portfolio (cheapest, but with the newest technology package) for new MB customers, it needed to be funky & sexy for a young audience, who often see MB as a conservative brand for senior professionals. The world A-Class campaign claimed “I am #justlikeyou” and the #24RIDE livestream game show fulfilled that claim throughout the concept. A wide variety of people entered the first-ever car with a voice-enabled system, adjusting it to their needs, and spent quite some time driving, chatting, racing, laughing and exploring the technological innovations the A-Class brought into the game.

Describe the creative idea

We came up with a completely new format. A 24-hour road show all around the country and livestreamed on the client’s social media (FB & YT). People could join in at any time, from anywhere, on any device. The car has multiple drivers and passengers, all well-known figures, including a scientist, actor, singer, YouTuber, economist, and presidential candidate. The driver/passenger teams have to visit various places and perform tasks, to make thigs more interesting for those following along on social media. Throughout the trip, everyone in the new car uses its features and shows how they work in real time. We also had to livestream from the car so that it would work no matter what they were doing or how fast they were going, so that viewers could connect and follow along anytime, anywhere.

Describe the strategy

The 25-34 demographic is all about the present moment and experiences that will never repeat. They also appreciate real-time shows and the credible influencers they love. Another important element is choosing attractive locations around the country and setting up unusual tasks for the teams to complete. We chose our influencers from a wide range of professions, while drivers were all “ordinary people” with a strong story, to make sure the car didn’t seem like a toy for the elites. The strategy outlined above ensured that in the end, nearly 70% of followers came from the 25-34 target demographic. We also had to livestream from the car so that it would work no matter what they were doing or how fast they were going, so that viewers could connect and follow along anytime, anywhere – home, work, on the road. is currently the most effective way of reaching the targeted demographic.

Describe the execution

The extreme commitment of the 24h format commands attention. Two moderators broadcast non-stop, so people like checking back to see what they missed. During the broadcast we were also busy editing a “best of” every two hours. Drivers and celebrities who finished their stint in the car took turns in the Mission Control Center giving interviews on the challenges they faced, like giving first aid to a famous actor, a photo shoot for the car with a model, looking for clues in the zombie forest, meeting students, car karaoke, bungee jumping and racing an airplane. The new A-Class has a voice system that can control different functions in the car, so our teams talked to the car and tried to outwit the AI. We drove the planned route several times before the live broadcast, sending drones up to get breathtaking views highlighting iconic locations and scenery from around the country.

List the results

• SOCIAL MEDIA REACH: 1,269,000 800,000 accounts viewed the MB FB site just in those 24 hours • SOCIAL MEDIA IMPRESSIONS: 2,300,000 • ENGAGEMENT: 63,000 • Target audience: 66% / men aged 25-34 • KPI of REACH exceeded by 200% PR: 16 articles / 2,019,898 reach KPIs: reach of 400k people, target audience of 25-34 yo., NPS of 9, increase client’s social media audience.