The Monolith - Proximity - agence Digitale

CONTEXT

How do you rejuvenate a 125 years old brand for a younger target and highlight the sporty design of Mercedes-Benz new car models ?

IDEA

« Monolith » an interactive experience that explores the sensations that influenced the Mercedes-Benz designers. At the core of the integrated campaign was a sleek, YouTube viewers were invited to unlock 25 hours of additional content to get deeper into each sensation.

RESULTS

5 million unique views in juste one month
An exposure time on YouTube never seen before : 4,5mn viewing spent per visitor…
…which is almost 7 years worth of content
And a radical transformation of the Mercedes image

Informations

Type de média : Digital, Médias sociaux / Branded Content / Étude de cas
1ère diffusion : Septembre 2013
Pays : France
Date de mise en ligne : 18 juin 2014

Crédits

Agence : Proximity
Creative Director - CLM BBDO : Eric Pierre
Associate Creative Director - Proximity BBDO : Audrey Tamic
Copywriter - Proximity BBDO : Luc Gesell
Art Director - Proximity BBDO : Matthieu Berthault
Art Director - Proximity BBDO : Rémi Jamin
CEO - Proximity BBDO : Olivier Rippe
Head of Planning - Strategy - Proximity BBDO : Loic Mercier
Vice President - CLM BBDO : Marie-Pierre Benitah
Group Account Director - BBDO Paris : David Piperaud
TV Prod - CLM BBDO : Jacques Fouché
Account Director - Proximity BBDO : Mathieu Archambault
Project Manager - Proximity BBDO : Cédric Rittié
Creative Development Manager - Proximity BBDO : Guillaume Rancurel
Developer - Proximity BBDO : Gregory Genova
Director : Les Cokau
Producer - Gang Digital : Adrien Kamir
General Director / Marketing Director - Mercedes-Benz : Marc Langenbrick / Stéphane Boutier
Head of Marketing and Communication Department / Head of advertising - Mercedes-Benz : Béatrice Tanguy / Valérie Reinhardt

Récompenses

New-York Festivals 2014 : FinalisteDigital - Video
New-York Festivals 2014 : FinalisteDigital - Craft - Art Direction
EFFIE France 2014 : OrAutomobile
HITS CB NEWS 2013 : 2 étoiles
Cristal Festival 2013 : EmeraldDigital - Craft - Best video
FWA 2013 : Site of the day