2011 Winners & Shortlists

Results and Effectiveness

It would be impossible to judge the impact on sales that this piece of communication had, as it was just one component of the marketing mix. However, what is measurable is that all C63 AMG’s that were allocated to Dubai and the Northern Emirates were sold.

Creative Execution

The new Mercedes-Benz C63 AMG has incredible acceleration. We wanted people to feel this for themselves in a completely new experiential manner. To make this happen, we filmed a commercial and then aired it on Emirates in-flight movie screens at exactly the same time as the plane was accelerating down the runway. This enabled viewers to watch the car accelerate on the screen, while experiencing the incredible G-Force for themselves. As the G-force pushed viewers back into their seats they experienced the closest feeling to an actual test drive.

Insights, Strategy and the Idea

Mercedes-Benz communicated to the agency that the new C63 AMG has acceleration that must be experienced to be believed. Our challenge was to replicate the exhilaration of the test drive without actually driving the car. Something that kept coming up in the briefing was 'when you put down you are thrown back into your seat.' This became our proposition.