Titulo | #YOUDRIVE |
Agência | AMV BBDO |
Campanha | #YOUDRIVE |
Anunciante | Daimler AG |
Marca | Mercedes-Benz |
Data da primeira Transmissão/Publicação | 2012 / 10 |
Produto | A-Class |
Sector Empresarial | Automóveis |
Filosofia | To launch the new Mercedes-Benz to a wider and younger target market, Mercedes-Benz and AMV have created #YOUDRIVE, an interactive TV campaign for the new A-Class that invites the audience to drive the story via Twitter, the first time such an event has been executed. The story takes the form of an exciting cat and mouse caper, during which a music superstar tries, with the help of a female professional driver, to get to a secret gig. Panicked by the hysterical fans and keen to stop the gig, the authorities try to stop them. Different scenarios shot on the streets of Portugal, allow the viewers to steer the narrative. After the event, 60” and 30” TV ads will encourage viewers to visit youdrive.com/YOUDRIVE (a custom-built YouTube channel) to view all available films and drive their own A-Class story. Hidden within the online experience are details of the secret gig, and those who find them may enter a prize draw for the chance to win a new A-Class for a year, with odds increasing substantially for those who ‘share’ their experience on Facebook and Twitter. |
Tipo de Mídia | Viral |
Mais Informações | Youtube.com/YOUDRIVE |
Audio Post Production | 750mph |
Produtora | Stink Films |
Director de contas | Benedict Pringle |
Director de contas | Rob Tauscher |
Director de contas | Ben King |
Planeador | David Edwards |
Director de arte | Steve Jones |
Redator | Martin Loraine |
Director de publicidade | Michelle Brogden |
Director de publicidade | David George |
Produtor da agência | Rebecca Scharf |
Planejador de Mídia | Nicola Jopling |
Planejador de Mídia | Chris Lewis-Jones |
Agência de Mídia | Maxus Global |
Pós-produção | The Mill London |
Producer | Blake Powell |
Producer | Paula Garr |
Director de fotografia | Anthony Dod Mantle |
Realizador | Yann Demange |