Mercedes-Benz is a German automobile manufacturer with a reputation for quality and durability. In 2006, the R-Class was launched - the first full-sized luxury multi-purpose vehicle in the range.
To promote the launch of the new spacious R Class, Mercedes ran a marketing campaign which included advertising with The Telegraph; a package which included coverage in the newspaper supplements and a campaign driven microsite which we were appointed to deliver.
With the focus on the interior space and versatility of the Mercedes R Class, Avenue Digital was appointed to design and develop a microsite which engaged the target audience with a flash game to communicate the key messages. The idea was that the user would select an activity - golf, camping holiday or horse riding - and pack the car boot with the required items to demonstrate its USP over rival cars on the market; its boot space. The design style matched the Mercedes-Benz marketing collateral and featured a very smooth flash animation, impressive at the time, drawing the car into the screen, using soft colours on the game to present a sophisticated and premium positioning.
KPIs included email subscription data capture and Mercedes R Class test drives booked, which were both delivered in significant numbers during the campaign burst period. As preferred digital supplier to The Telegraph and following Wickedweb's proven ability to deliver return on investment, the agency was appointed to deliver the Citroen and Toyota microsites for The Telegraph too.
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