The New C-Class

Mercedes-Benz

The launch of the new C-Class

The best knows no alternative

Reimagined from every angle, the next generation of the world's bestselling Mercedes-Benz family emerges as more sophisticated, more powerful and more luxurious than ever before.


Focusing on YouTube

To capture the younger, more digitally savvy consumer, iProspect created the 1st automotive custom YouTube channel in South Africa. The channel acted as a microsite whereby the user could interact with videos, explore the vehicle’s features and connect with the social media hype related to the C-Class launch.

Driving engagement


YouTube videos were taken to another level by creating an interactive story born from the TVC. To land the “No Alternative” concept within the minds of the audience, the video asked the user to input their no alternative item, all results ended in a failed task except when using “C-Class” and “Mercedes-Benz”. 

To do this we crafted an algorithm that interpreted keywords typed in by the user to display relevant videos based on their input. This was all made possible within a YouTube video component housed within the Mercedes-Benz custom channel.

Inspiring the audience

A competition was created whereby the entrants would stand a chance to win the new C-Class for a year. To enter the users would need to research the vehicles features and submit a video of them telling Mercedes-Benz why the C-Class is their no alternative vehicle.

The outcome

  • +393K

    Campaign video views

  • +701K

    Social interactions

  • 9.1%

    Conversion rate

  • 8450

    Brochures downloaded

6890 Vehicles were configured online & 808 video entries were recieved. Our lightbox engagement ad unit achieved a click through rate of 762% above the industry benchmark.

What followed

The custom YouTube channel remains the home of the C-Class with a strong sales drive behind it, including the top 10 user generated videos to further enforce purchase of the #NoAlternative vehicle.

Spreading the word

A content plan for social platforms was combined with a bought media strategy to produce a strong push for engagement. This includes the production of South Africa’s first Google engagement lightbox ad unit.

Achievements

W3 Gold Award – Online Video – Automotive
W3 Silver Award – Online Campaign – Automotive
W3 Silver Award – Integrated Campaign – Automotive
W3 Silver Award – Online Video – Interactive Video
W3 Silver Award – Online Video – Innovative/Experimental
W3 Silver Award – Display Advertising – Automotive

What followed

The custom YouTube channel remains the home of the C-Class with a strong sales drive behind it, including the top 10 user generated videos to further enforce purchase of the #NoAlternative vehicle.