Mercedes-Benz France's Immersive YouTube Experience Fuels Shift in Brand Perception

Edgy, energetic, passionate. These were just some of the responses to Mercedes-Benz France"s Sensations campaign, created to help modernize the iconic brand and introduce its new SUV. The immersive experience focuses on The Monolith, a black box that"s crafted into a car by the movements of a series of American football players, skateboarders, dancers and others who represent Mercedes-Benz"s engineers. The core of the integrated campaign was a 14-minute YouTube ad, from which users could unlock an additional 25 hours of content. And they just did that: The TrueView ad achieved an astonishing 69% view rate and attracted 66% more subscribers to its channel.

GOALS

  • Reposition the brand to appeal to a younger audience
  • Reach a broad swath of people
  • Drive engagement
  • Highlight the sporty design of a new SUV

APPROACH

  • Build excitement with four days of teasers
  • Create collection of short videos and a more immersive director’s cut to engage audience
  • Focus on YouTube, using Masthead, First Watch, TrueView and Search

RESULTS

  • 3.7 million complete views
  • More than 6.9 years of content actively used
  • 69% view rate on the 14-minute TrueView film
  • 66% increase in YouTube channel subscriptions

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