Weapon7
3rd Floor
196 Tottenham Court Rd
London
W1T 7LQ
(Entrance on Alfred Mews)
General enquiries
+44 (0) 20 7074 3555
New business
Nisha Mandalia
+44 (0) 7525 952 492
nisha.mandalia@weapon7.com
Digital media has completely changed the way people behave. It's no good brands just talking at people anymore, often they're not listening. That's why we create communications that people can participate in, so your brand can trigger a conversation.
With smart BRABUS tailor made, you’re the boss. So the idea was simple: bring to life the fact that consumers can have literally anything in any colour they wanted by putting user interaction at the heart of everything in the campaign.
Tempt
The main ‘tempt’ element was an interactive MPU leading users to the microsite which could be continually customised. The data was then saved so that every customisation became the next version of the ad.
Engage
Just like the online advertising, everything on the immersive microsite could become whatever users made it – allowing them to really engage with the product, not only customising the car inside and out – but every element of the site itself.
The digital activity was supported by an interactive, tactile DM piece, a press insert and vibrant, lenticular POS.
Build
Visitors could build on their site experience by sharing their designs online or via mobile – with many choosing to set it as their profile picture on Destination smart – smart’s online community. A mobile app with similar functionality to the site was created to widen the campaign’s coverage.
This campaign ran across five European markets.
Results
Results so far have included 25,975 site visits (against an industry average of 7,523), an average dwell time on the website of 4 min 44 seconds, plus over 1,200 customised designs shared from the website and over 591 brochure / test drive requests.