Concept

The SLS AMG is the new Mercedes –Benz supercar. It is the modern reincarnation of the legendary 1951 300 SL (with its famous lambo doors), a model that is still going strong over 50 years after it was launched, and uses the traditional values of sportiness and excellence to symbolise the Mercedes-Benz brand. Only a privileged few will be able to afford this model…
Problème

To give a specific target group the opportunity to discover and try out the new SLS AMG: French Premier League footballers – a target group of luxury car enthusiasts, on the lookout for the latest innovations and exclusive designs. Arouse the target group’s interest in the entire Mercedes-Benz AMG range, the brand’s sporty and exclusive series.

Link the SLS AMG with the Apple iPad, two exceptional objects, two iconic products, both as eagerly anticipated as each other. One month before the iPad’s launch in France, France’s top 220 Premier League players will each personally receive an iPad , loaded with a Mercedes SLS AMG application that will offer them a truly unique experience… When the iPad is opened, players will discover a promotional film about the car, followed by a game. The application offers a virtual driving experience of the new SLS AMG, which players can try out in person by arranging an exclusive test drive with the brand.