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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 peoples PCs and whip up enthusiasm ahead of the market launch.
DaimlerChrysler Vertriebsorganisation Deutschland
Elephant Seven AG
Dirk Kedrowitsch (GF); Dirk Ollmann, Daniel Richau (CD); Kai Becker (AD); Till Hinrichs (Grafik); Benjamin Bruno (Text); Rouven Laurien (Flash); Matthias Mühlenhoff, Claus Jacobsen (Account); Klaus Burghauser, Söhnke Wulff (Client)