Mercedes-Benz X-Class
First of a New Kind
With the X-Class, Mercedes-Benz has not only brought out a new vehicle but has also created an all new market sector. The first pickup from the premium brand has been long awaited by enthusiasts and professionals alike. However, test drives are hard to come by in some countries because there are not enough vehicles to go round. But all is not lost - an immersive digital online campaign can give interested parties all around the world a sensational first encounter of the new species.
In order to make first contact with the new X-Class a special experience, a film was to be the focus of the campaign. Instead of the usual product film, an interactive film was conceived which not only presents the X-Class with visually stunning images, but also brings the viewer into the action. In seven days of filming, what resulted was action packed driving scenes in urban settings, quarries and woods.
In Wiesbaden the individual scenes in the film were enhanced with 3D animation. This extra information offers the user the opportunity to delve deeper and discover the features of the X-Class in detail.
The film is first up on the digital platform, which Scholz & Volkmer created for the launch of the campaign for the new X-Class. Once the user has finished watching the interactive film, they can scroll down to discover more. Interactive highlight modules explain in detail all the significant technologies and features of the vehicle.
And that is not all. The modular system makes it possible for the over 33 other marketers to create their own articles and content and to specifically address their own target groups. Possible content includes event sections, photo galleries, topical articles, interviews and videos. These are placed between the other platform modules and provide added interest.
A further piece of content from the campaign - At the Windsurfing World Cup on the island of Sylt, the X-Class proves its versatility by becoming a thermal pool for the shivering windsurfers. The filming very clearly demonstrated the vehicle’s weather resistance (and that of the film crew).under the typical stormy skies of the North Sea island.
A further piece of content from the campaign - At the Windsurfing World Cup on the island of Sylt, the X-Class proves its versatility by becoming a thermal pool for the shivering windsurfers. The filming very clearly demonstrated the vehicle’s weather resistance (and that of the film crew).under the typical stormy skies of the North Sea island.
An important subject for Mercedes-Benz, apart from presenting the new vehicle is of course selling it. In various teasers and applications, also call widgets, users can always easily find a configurator or their Mercedes-Benz dealer.
The campaign for the new X-Class is incidentally a first for Scholz & Volkmer too. Although the agency has supported many new vehicle presentations during its long-standing relations with Mercedes-Benz, this is the first piece of work for the company’s vans division and it won’t be the last of its kind for sure.
