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Mercedes Pro Safe

Mercedes-Benz France

Issue 7 | July 2008

Agency

Proximity BBDO Paris

Creative Team

Bruno Moreira - Executive Creative Director;Cédric Gueret - Creative Director;Kurt Novack - Creative Director;Vincent Wibaux - Creative Director;Guillaume Rancurel - Art Director

Production Team

AKAMA - 3D Production;THE - Sound

Other Credits

Romain Amblard - Account Director (Proximity BBDO Paris);Gilles Chwat - Group Manager (Proximity BBDO Paris);Sébastien Gournay - Project Manager (Proximity BBDO Paris);Philippe Elsass - Flash Designer (Proximity BBDO Paris);Béatrice Tanguy - Communication & Marketing Director (Mercedes-Benz France)

Date

November - December 2007

Background

With 60 electronic assistant systems, Mercedes’ Integral Safety Concept is intended to increase safety, anticipate, protect and assist. It focuses on the vehicle’s capability to react appropriately to a potential hazard. Proximity had to establish the best way to make a high-impact demonstration of these features.

Idea

The agency decided to create a 3D mini-website - www.anticipezlesdangers.com - which would present the S-Class as the ambassador of Integral Safety. The concept is highlighted via a computer generated driving environment that tests anticipation through encounters with symbolic hazards. Through the site the visitor can experience a driving test by following the car’s route and vizualising its anticipation of road dangers, illustrated each time with an explanation highlighting how the technology keeps you safe.

Results

The site received 250,000 single visitors in one month with an average visiting time per visitor of seven minutes.

Our Thoughts

At first I thought, too obvious. But then I noticed that we were all spending quite a lot of time on the site. Five or six minutes at least, which compares favourably against the amount of time a TV commercial would hold you, or even a mailpack. The idea didn’t get in-between me and the communication, which is a good thing.

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