Results and Effectiveness

The iPad ad engaged users in a truly unique way, driving daily click-through rates of up to 0.42% during the 1 week it was live – contributing to increased footfall at the local Mercedes-Benz dealership and helping to build buzz around town.

Creative Execution

We created an iPad ad to run on targeted publications that simulates the 'Magic Sky Control' experience. Leveraging the iPad's built-in gyroscope, we prompted users to hold their device overhead in the same position as the SLK's sunroof – this triggered a video demonstrating the new product feature.

Insights, Strategy and the Idea

The 2010 Mercedes-Benz SLK-Class features a new trick up its sleeve — 'Magic Sky Control' — a glass roof that transitions from clear to dark with the touch of a button. Our challenge was to communicate this unique piece of technology to an affluent audience of prospective buyers.