Work / Mercedes-Benz

The SLS AMG is a rare car indeed, from looks to performance and most certainly availability. Or rather, lack of it. We created a massive integrated campaign combining online, traditional, mobile and social media that led to rare chances to experience this new supercar - in equally rare and exhilarating ways.

Tempt
Groundbreaking online banners, Facebook ads, emails and ATL media all pointed to our Rare Experiences site, which offered constantly updated content. Exploring it could lead to hidden entry forms for chances to experience the car around famous European circuits such as SPA and Hockenheim or the TopGear test track.

Engage
We created exclusive videos, blog content, an interactive Google Map that pinpoints places to see the car and experiential activity involving Gran Turismo 5. We tied in the BBC’s TopGear magazine, outdoor posters and point of sale as locations for entry codes. And we commissioned a 3D film featuring the SLS AMG being driven by David Coulthard around the Isle of Man. So even the commercial was a Rare Experience in itself.

Build
People could just enjoy the incredible array of content. Or dig deeper and take part in the activity. They could join the Facebook fanpage, follow on Twitter, sign up for email or SMS updates and follow a specially created mobile version of the site.