Mercedes-Benz M-Klasse „Splatter“ / Screensaver

The campaign for the market launch of the new M-Class bears the strapline “Built for the road. And for getting that far.” Taking a radically different approach to car advertising, the screensaver communicates the core elements of the strapline from a unique angle – generating interest in an immediate, bold way, without showing the vehicle instantly. This was originally a banner motif that generated lots of hits. And that was reason enough to make it available to users as an interactive gift at www.mercedes-benz.de. Firstly, this constituted an attractive addition to the homepage. And secondly, this made it possible to bring the M-Class to people’s PCs and whip up enthusiasm ahead of the market launch.