Work / Mercedes-Benz

These films featured on our launch site alongside articles and quotes from the motoring press. A video from journalist Jasmine Lowson (over 50% of our database received a personalised message) introduces the viewer to the site and leads them on a tour of unique beauty.

Tempt
In addition to an email which led to a personalised film featuring a targeted welcome message, ‘tempt’ elements of the campaign included online ads and a DM invitation to a private viewing of the new CLS at local retailers.

Engage
The website acted as the centrepiece to the overall campaign. The site has no navigational structure; it was time to leave behind the over-indulgent Flash ‘experience’ and utilise HTML and content-first web design. A blend of magazine layout style, iPad app and device-agnostic website, the site can be viewed on any device the viewer chooses.

Build
From the website, visitors could request a brochure, book a test drive or find their nearest retailer, and fleet managers could find out specific information pertinent to them.

Results
The site received 42,000 visitors, and saw an impressive average dwell time of 3min 16 seconds. Plus, 9% of site visits were on iPads, and 7% on smart phones. The site also generated significant word of mouth in the design community too, being featured on numerous internationally-recognised, design-centric websites such as The FWA and Communication Arts.