Mercedes targets younger audience with 'bold' online film

Mercedes-Benz: Marie gets lost in Streetview
Mercedes-Benz: Marie gets lost in Streetview

Mercedes-Benz is launching a new UK marketing campaign to better target younger consumers.

The four-week campaign features Marie, a fictional character who finds herself trapped driving a Mercedes-Benz C63 AMG Coupe model in Streetview.

Viewers of the four-minute 'Escape the Map' online film are asked to help Marie escape by taking part in a series of interactive challenges. If thery do not help her, Marie's face will remain blurred in those manner of those photographed on Streetview.

At the end of the film, the viewer will be asked to enter their number into Marie's mobile phone, and they will immediately receive a call from the character thanking them for their help. They will then be entered into a competition to win a C-Class coupe.

The online film will be promoted via a TV, print, outdoor and social media activity, by Abbot Mead Vickers BBDO, which rolls out this weekend (11 November) during 'The X Factor' on ITV1.

This includes a cover-wrap of Metro on 14 November, which, using Blippar augmented reality technology, will enable consumers to view Marie explaining how she has become trapped in Streetview.

David George, UK marketing director at Mercedes-Benz, said: "'Escape The Map' is a bold brand-sharpener – it presents Mercedes-Benz as a vibrant, fresh, aspirational premium brand – and shows people a new side to one of the most prestigious companies in the world."

Brand Republic Jobs
Thousands of jobs across advertising, creative, marketing and media
  • New Business Development Director Around £130,000 + significant commission + benefits The Simmance Partnership, London (West), London (Greater)
  • Senior Partner Up to £100,000 + Bonus + Benefits Talent International (UK) Limited, London (City of)
  • Customer Information Manager Circa £49,000 depending on knowledge, skills and experience, plus excellent benefits Transport for London, London (Central), London (Greater)

Just published

Feel you're missing out?

Sign up

The Wall Blog

From our partners

The future of TV is bright with OLED

Everyday Connects: Examples

Everyday Connects: What is it?