Mercedes-Benz France's Immersive YouTube Experience Fuels Shift in Brand Perception

Edgy, energetic, passionate. These were just some of the responses to Mercedes-Benz France's Sensations campaign, created to help modernize 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.

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
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
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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