标题 | #YOUDRIVE |
广告公司 | AMV BBDO |
广告战役 | #YOUDRIVE |
广告主 | Daimler AG |
品牌 | Mercedes-Benz |
首次发布日期 | 2012 / 10 |
产品 | A-Class |
行业领域 | 轿车 |
哲学 | To launch the new Mercedes-Benz to a wider and younger target market, Mercedes-Benz and AMV have created #YOUDRIVE, an interactive TV campaign for the new A-Class that invites the audience to drive the story via Twitter, the first time such an event has been executed. The story takes the form of an exciting cat and mouse caper, during which a music superstar tries, with the help of a female professional driver, to get to a secret gig. Panicked by the hysterical fans and keen to stop the gig, the authorities try to stop them. Different scenarios shot on the streets of Portugal, allow the viewers to steer the narrative. After the event, 60” and 30” TV ads will encourage viewers to visit youdrive.com/YOUDRIVE (a custom-built YouTube channel) to view all available films and drive their own A-Class story. Hidden within the online experience are details of the secret gig, and those who find them may enter a prize draw for the chance to win a new A-Class for a year, with odds increasing substantially for those who ‘share’ their experience on Facebook and Twitter. |
媒体类别 | Web Film |
更多信息 | Youtube.com/YOUDRIVE |
音频后期制作 | 750mph |
制作公司 | Stink Films |
客户总监 | Benedict Pringle |
客户总监 | Rob Tauscher |
客户总监 | Ben King |
客户企划 | David Edwards |
美术指导 | Steve Jones |
文案 | Martin Loraine |
广告经理 | Michelle Brogden |
广告经理 | David George |
广告公司制片 | Rebecca Scharf |
媒介企划 | Nicola Jopling |
媒介企划 | Chris Lewis-Jones |
媒介公司 | Maxus Global |
后期制作 | The Mill London |
制作公司制片 | Blake Powell |
制作公司制片 | Paula Garr |
摄影指导 | Anthony Dod Mantle |
导演 | Yann Demange |