| Title | THE BEST CHAIR |
| Brand | MERCEDES-BENZ IO |
| Product/Service | THE BEST CHAIR |
| Category |
B11. Use of Technology |
|
Entrant
|
COMON Lisbon, PORTUGAL
|
|
Idea Creation
|
COMON Setúbal, PORTUGAL
|
|
Production
|
JACK THE MAKER Lisbon, PORTUGAL
|
Credits
| Nuno Peixoto |
comOn |
Chief Creative Officer |
| Pedro Ribeiro |
comOn |
Creative Director |
| Luiz Medeiros |
comOn |
Creative Director |
| Sónia Frazão |
comOn |
Creative Director |
| Rodolfo Garcia |
comOn |
Art Director |
| Márcia Galrão |
comOn |
Digital Designer |
| Caio Lekecinskas |
comOn |
Copywriter |
| Luís Serra |
comOn |
Chief Strategy Officer |
| Tiago Reis |
comOn |
Client Service Director |
| Rui Sobral |
comOn |
Creative Tech Director |
| Neuza Areiras |
comOn |
Managing Tech Director |
| Sérgio Ribeiro |
comOn |
Full-Stack Developer |
| Inês Carvalho |
comOn |
Account Director |
| Tiago Veríssimo |
comOn |
Account Manager |
| Filipe Macedo |
comOn |
Chief Marketing Officer |
| Margarida Forte |
comOn |
Communications Manager |
| Hugo Lage |
comOn |
Video Director |
| Elisa de Paula |
Freelancer |
AudioVisual Production |
| Ivo Cordeiro |
Human Being |
Photographer |
| José Matos |
Freelancer |
Compositing |
Why is this work relevant for Media?
A unique brand experience, with a chair from scratch to inspire developers to join the Mercedes-Bens IO team in Lisbon. An activation launched inside the brand’s booth at Web Summit 2017, the largest technology event in Europe.
The event was a huge opportunity to launch our idea, since the target that attends such events was also seeking new and inspirational ideas.
Background
Lisbon is set to become the next Silicon Valley. That’s why Mercedes-Benz IO, the brand’s digital hub, decided to open its new office in the city. And like every new office, it needed to recruit new talent. A big challenge, considering that Lisbon can’t compete with the salaries and ambitions of Silicon Valley. That’s why we needed to offer something that could really inspire these talents, by creating something to attract new talents to join Mercedes-Benz IO.
Describe the creative idea/insights
We created the only job opportunity with a chair designed for its candidates. The Best Chair was launched to inspire new developers to join Mercedes-Benz IO in Lisbon. More than a job offer, we created something beyond ordinary, something that could inspire developers.
Each feature was designed to provide a better work experience, based on a developer’s working day. It’s possible to control and adjust the Best Chair to fit different working day routines, using a smartphone connected with the chair.
Describe the strategy
In order to recruit new developers around the world to join Mercedes-Benz IO in Lisbon, we choose Web Summit, the largest technology event in Europe, to do so. A whole week full of people seeking new opportunities and ideas to inspire their careers. The perfect place to launch a new product with top-notch features to attract developers: The Best Chair.
Describe the execution
Created from scratch, The Best Chair took about 3 months to be ready. The chair was launched during the largest technology event in Europe, the Web Summit. Using the event as media, we placed the chair inside the Mercedes-Benz’ boof to draw attention to every Web Summit visitor.
List the results
The idea has been able to inspire 30 times more developers than the number of job positions available at Mercedes-Benz IO. The Best Chair project was a success and is already being implemented for the Mercedes-Benz IO offices in Stuttgart and Berlin.