MERCEDES-BENZ CAR APP

TitleMERCEDES-BENZ CAR APP
BrandMERCEDES-BENZ
Product/ServiceMERCEDES-BENZ
Category A02. AR
Entrant ANTONI Berlin, GERMANY
Idea Creation ANTONI Berlin, GERMANY
Credits
Name Company Position
Sascha Klosa antoni Garage Product Owner
Hannes Gaiser antoni Garage Account Manager
Echkard Ehm antoni Garage Technical Director
Nuno Marcelino antoni Garage Creative Director Digital Design
Ron Engelbert antoni Garage Creative Director
Charles Middleton antoni Garage Art Director
Sven Dörrenbächer antoni Garage Managing Director
Matthias Schmidt antoni Garage Chief Creative Officer
Oliver Schnitzer antoni Garage Copywriter
Benjamin Schaufler antoni Garage UX Designer
Veit Moeller antoni Garage Executive Creative Director
Darek Nyckowiak antoni Garage Head of innovation
Viktoria Marx antoni Garage Senior Conceptor
Reham Maslmani antoni Garage Designer

Background

Two main concerns with convincing car buyers to invest in a brand is: can they get the car how they wish and, is it even available. We wanted to provide potential customers with a new and immersive way to interact with a specific car model they desired.

Describe the creative idea

The Mercedes cAR app gives you the power to configure a 3D Mercedes-Benz model wherever they are: in their driveway, office, or living room. Users can even take their customised car of choice for a spin.

Describe the strategy

The Mercedes cAR app was designed to encourage interested customers to download the app and see the car model in 3D - and configure it however they like. After a user has finished customizing their model, they are directed to the web configurator where they can save their specific customization and contact a dealer. The advertising agency, antoni collaborated with Mercedez-Benz to fully realise building the app from the ground-up. The team assigned in making this happen consisted of brand managers, account managers, creatives, designers, developers and strategy, working over a period of three months for the first iteration of the app to go live. Currently, the cAR app is being implement in several different fields like events (e.g. Geneva Motor Show), the Mercedes me store, roadshows, as a training tool for dealers and at the dealerships.

Describe the execution

The Mercedes cAR app was designed to encourage interested customers to download the app and see the car model in 3D - and configure it however they like. After a user has finished customizing their model, they are directed to the web configurator where they can save their specific customization and contact a dealer. The advertising agency, antoni collaborated with Mercedez-Benz to fully realise building the app from the ground-up. The team assigned in making this happen consisted of brand managers, account managers, creatives, designers, developers and strategy, working over a period of three months for the first iteration of the app to go live. Currently, the cAR app is being implement in several different fields like events (e.g. Geneva Motor Show), the Mercedes me store, roadshows, as a training tool for dealers and at the dealerships.

List the results

// More than 30,000 visits to date // 4.2 star rating on Apple App Store // 15% lead generation/conversion rates // XXXXX configurations have been made by users to date