Mercedes-Benz France's immersive YouTube experience fuels shift in brand perception

April 2014

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.

Approach

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

Goals

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

Results

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

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