Scroll Assist - Jung von Matt, Hamburg
Mercedes-Benz
Issue 12 | September 2009
Agency
Jung von Matt Hamburg
Creative Team
Creative Directors:Bernd Kraemer, Timm Hanebeck, Concept: Robert Ehlers, Designer:Nina Borrusch, Copywriter:Luca Rescheleit
Other Credits
Corinna Walter, Matthias Weigand
Date
May 2009
Background
The task was to generate awareness for the Mercedes-Benz innovation ‘Lane Keeping Assist’ in a fresh and surprising way.
Idea
‘Lane Keeping Assist’ warns the driver if his car leaves the lane unintentionally. To demonstrate this benefit, the scroll bar on various websites appropriate to car enthusiasts and potential Mercedes buyers was reprogrammed so that if moved carelessly the scroller left its ‘fixed lane’ on the right and moved across onto the main webpage.
Our Thoughts
I don’t know about you but I tend to go onto the same sites each morning for a quick catch up. I follow a routine, sort of knowing what I’m going to find. So to suddenly discover my scroll bar veering off-track would definitely wake me from my slumber. Just like the real thing I imagine.