Fast & fascinating.
Launching the Mercedes-Benz line up of astounding autos at the New Delhi Auto Expo.
The Challenge:
When it comes to showcasing the latest in automotive achievements in India there is really only one event that stands a class apart from the rest. The New Delhi International Auto Expo. Mercedes-Benz was seeking a way to create interest in their stall for the upcoming expo while also creating a companion experience for the event as well. Since this would be a time specific showcase the brand was willing to step away from the global template driven approach to try something new.The Work
The Solution:
Pure Fascination was a microsite dedicated to the all star line-up of Mercedes-Benz automobiles and technology on display at the auto expo. It was also the first time that we organised a live webcast for the brand to showcase the grand opening of the auto expo stall (at a time when you didn't have the likes of Facebook Live or Zoom). The site showcased the entire line up of cars and their various innovative features.The site also allowed users to view the stall in 360 degrees. At the event the brand drove an aggressive blue casting campaign that allowed fans to receive wallpapers and other goodies via bluetooth. A online media campaign assisted in driving more than 57,000 visitors in 7 days, making the Mercedes-Benz stall a run-away success at the Auto Expo.
The Experience.
Project Diary:
Star struck
This was a piece of work done with the original R K SWAMY BBDO digital team. Our first major project for Mercedes-Benz and a standalone site that allowed for a lot of creativity. Navin Harish was the Creative Director who spear-headed this with Neeraj Sangani and M.P. Nicholson acting as brand custodian and client mediator for what turned out to be quite a high octane project.
The stakes were high and the site went through several rounds of minor iterations before it was launched with fan-fare for the Delhi Auto Expo. This project really gave our budding team an idea of what it would take to make a digital impact for a global brand like Mercedes-Benz.