Agency: Wieden & Kennedy
By Emma Rigby, marketingmagazine.co.uk, Friday, 03 September 2004 12:00AM
A Flash-based microsite (www.drivetheelements.co.uk), which was designed by agency Syzygy, uses a virtual test-drive against the elements to showcase the 'direct control' steering of the new models. It also links with the brand's TV campaign.
Mirroring the experience of the driver in the TV ad, users chase an isobar around the screen using their mouse to contend with the changing elements of earth, water, air and fire.
Three banners - developed by Syzygy and placed by media buyers BJK&E on web sites such as autoexpress.co.uk and topgear.co.uk push users to the microsite. Two of the banners go live on GuardianUnlimited for the Mercedes-Benz Reel Experiences Film Festival in August.
Richard Payne, marketing communications manager at Mercedes' owner DaimlerChrysler, said: "The internet is an important medium for the 'Drive the Elements' campaign to convert consumer interest from TV executions into tangible test-drive bookings and brochure requests. Customer data from the microsite will let us measure the reach of the campaign and inform future marketing."
Stephen Priestnall, managing director of Syzygy, added: "The site extends the above-the-line brand campaign into an experience users can be a part of."
This article was first published on marketingmagazine.co.uk