We want to address people who are always on the go and are not into advertising. Many of these people showcase their individual lifestyle with creative and aesthetic images on Instagram, simultaneously assuming the role of photographer, viewer and curator. We‚re using a photo exhibition to create a stage that is itself becoming a work of art "_ and an attractive opportunity to become familiar with the new Mercedes-Benz CLA.

Launch the campaign
Published
May 2013
Topics

The Story

We want to address people who are always on the go and are not into advertising. Many of these people showcase their individual lifestyle with creative and aesthetic images on Instagram, simultaneously assuming the role of photographer, viewer and curator. We‚re using a photo exhibition to create a stage that is itself becoming a work of art "_ and an attractive opportunity to become familiar with the new Mercedes-Benz CLA.

Digitally fuelled with Instagram photos from around the world, #Untamed breaks the rules of traditional exhibitions. Participants can use their pictures to directly influence how the exhibition will proceed, based on their #Untamed Score: a complex, self-developed image-analysis technology that shows how distinctive the style of a photo is. The formal scores of each participant‚s photos are compared to those of all the photos previously submitted and the resulting difference is then evaluated.

The Technology

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    Social

    Instagram

    Facebook

    Twitter

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    Video

    YouTube

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    Web/Apps

    HTML5

The Results

Mercedes-Benz provides people with a platform to expand the exposure of their Instagram photos into the real world. Giving users the opportunity to become part of an art experiment instead of confronting them with dull advertising is the key to success in this specific target group. The campaign is still running, so we can‚t share any numbers, but the latest tracking results look very promising indeed.

Launch Date 14 February 2013