Benedict Pringle
New Business Director & Board Account Director at AMV BBDO
London, Regno Unito
TitoloMercedes-Benz A-Class Trailer
Agenzia
Campagna #YOUDRIVE
Cliente Daimler AG
Marca Mercedes-Benz
Data di Prima Diffusione/Publicazione 2012 / 10
Prodotto A-Class
Settore Auto Nuove
Filosofia To launch the new Mercedes-Benz to a wider and younger target market, Mercedes-Benz and AMV have created #YOUDRIVE, an interactive TV campaign for the new A-Class that invites the audience to drive the story via Twitter, the first time such an event has been executed.
The story takes the form of an exciting cat and mouse caper, during which a music superstar tries, with the help of a female professional driver, to get to a secret gig.  Panicked by the hysterical fans and keen to stop the gig, the authorities try to stop them. Different scenarios shot on the streets of Portugal, allow the viewers to steer the narrative.
After the event, 60” and 30” TV ads will encourage viewers to visit youdrive.com/YOUDRIVE (a custom-built YouTube channel) to view all available films and drive their own A-Class story. Hidden within the online experience are details of the secret gig, and those who find them may enter a prize draw for the chance to win a new A-Class for a year, with odds increasing substantially for those who ‘share’ their experience on Facebook and Twitter.
Tipo di Media Web Film
Più informazioni Youtube.com/YOUDRIVE
Audio Post Production
Casa di Produzione
Account Director
Account Director
Account Director
Account Planner
Art Director
Copywriter
Advertising Manager
Advertising Manager
Agency Producer
Media Planner
Media Planner
Media Agency
Post Production
Production Company Producer
Production Company Producer
Direttore della fotografia
Director

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