Mercedes-Benz needed to recover its iconic status in France with a younger target and highlight the sporty design of its new car models. It created "Monolith" — an interactive experience that explores the real-world sensations that shaped and influenced the Mercedes-Benz designers. At the core of the integrated campaign was a sleek, high-energy 90 second film. Through an immersive experience on YouTube, the user can unlock more than 25 hours of additional content on demand. It's a film-within-a-film that invites the world to explore the sensations that gave birth to a completely new kind of car.

Launch the campaign
Published
October 2013
Topics

The Story

Mercedes-Benz needed to recover its iconic status in France with a younger target and highlight the sporty design of its new car models. It created "Monolith" — an interactive experience that explores the real-world sensations that shaped and influenced the Mercedes-Benz designers. At the core of the integrated campaign was a sleek, high-energy 90 second film. Through an immersive experience on YouTube, the user can unlock more than 25 hours of additional content on demand. It's a film-within-a-film that invites the world to explore the sensations that gave birth to a completely new kind of car.

Creating a platform to deliver more than 25 hours of on-demand content proved to be a huge technical challenge. We wanted the digital "chapters" within the film to be as fluid as the film itself, without any buffering or interruption to the user's emotional experience. In the end, the technology and the idea informed one another, resulting in two modifications of the actual YouTube video player.

The Technology

The Results

To date, the video has had more than 3.5 million views — that's nearly 3.7 years of watch time (and still running). The audience is also very engaged, with a 69% view rate, one of the best results on YouTube in France for a long format. The campaign has also grown our fan base, with a 66% increase in subscribers to the Mercedes-Benz YouTube Channel and 12,000 new fans on Facebook. Using affinity-based search ads, people who Google "Go Pro," "Dance" or "Dirt Bike" are lead to the content as well.

3.5

Million views (still running)

3.7

Years of content watched

0.69

View rate

Launch Date 22 September 2013