Campaign: GLC Hologram

Client: Mercedes-Benz

Agency: Clemenger BBDO Melbourne

 

Awards

Winner:
Data-Driven Mail

 

Judges' Comments

"GLC - hit the mark with creativity and results"

"The hologram was an innovative way to get the attention of recipients and deliver sales."

Goals

To launch the innovative Mercedes-Benz GLC in a way that challenged the competition and positioned it as a market leader for other SUVs to follow.
 

Creative Solution

To create a hologram. 14,913 people received the piece which contained a die-cut Perspex which they assembled themselves into a pyramid. Then by visiting a custom build microsite and placing the pyramid on their phone or tablet they were able to view a film about the car's concept, projected as a 3D hologram.
 

Effectiveness

  • Overall, the GLC online experience contributed to a 20.67% increase in total Mercedes-Benz test drives across the period of the campaign
  • Overall 14,913 DM packs were sent and there were over 17,904 views of the hologram film
  • Average time on site was over 3 minutes (19% higher than Google's category benchmark)
  • Delivered 131% over the sales targets
     

Credits

Collaborators

ID Database Marketing

Agency team

James McGrath
Ant Keogh
Mark Poulier
James Carter
Adam Barnes
James O'Sullivan
Emily Borg
Matthew Silk
Craig Bulman
Jason Nomikos
Emma Longden
Olivia Brown
Lauren Veness
Sophie Pownall
 

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