Edgy, energetic, passionate. These were just some of the responses to Mercedes-Benz France's Sensations campaign, created to help modernise the iconic brand and introduce its new SUV. The immersive experience focuses on The Monolith, a black box that's crafted into a car by the movements of a series of American football players, skateboarders, dancers and others who represent Mercedes-Benz's engineers. The core of the integrated campaign was a 14-minute YouTube ad, from which users could unlock an additional 25 hours of content. And they just did that: The TrueView ad achieved an astonishing 69% view rate and attracted 66% more subscribers to its channel.


  • Reposition the brand to appeal to a younger audience
  • Reach a broad swath of people
  • Drive engagement
  • Highlight the sporty design of a new SUV


  • Build excitement with four days of teasers
  • Create collection of short videos and a more immersive director's cut to engage audience
  • Focus on YouTube, using Masthead, First Watch, TrueView and Search


  • 3.7 million complete views
  • More than 6.9 years of content actively used
  • 69% view rate on the 14-minute TrueView film
  • 66% increase in YouTube channel subscriptions
April 2014