Campaign Digital Awards 2006: Best Automotive Campaign

Project: Mercedes-Benz A-to-S
Client: Richard Payne, communications manager passenger car marketing,
Agency: Agency Republic
Writer: Gavin Gordon-Rogers
Art director: Gemma Butler
Designer: Marga Arrom-Bibiloni

Three out of four visitors to Agency Republic's Mercedes A-to-S site spent around 20 minutes exploring the commonalities between Mercedes models.

Charged with using the web to address consumer misconceptions about the differences between models, the agency created a compelling and unique interactive experience.

The site used the A-to-S format in which each letter represented a little touch that's part of every Mercedes. Although qualitative research on the effectiveness of the campaign is ongoing, early reports show 75 per cent of traffic for the site was generated by word of mouth.