Results and Effectiveness

While mobile advertising is still in a nascent stage in South-East Asia, the campaign's effectiveness was referenced against overall digital industry benchmarks. Our mobile executions out-performed online banners, with CTRs of 0.95%, compared to 0.5% on other digital platforms. In addition, average time spent on our mobile format was 60 seconds, exceeding usual time spent on other digital platform (48.5 seconds) by 24%! The results provided justification for us to continue using mobile as part of our communications.

Creative Execution

We partnered a mobile advertising network with extensive reach and technical capabilities in South-East Asia. Collaborating with them and the creative agency, we created a set of custom page-by-page formats based on existing rich media assets to bring to life SLK’s key product features. We sought to generate intrigue, excitement, involvement and convince them to find out more from start to end of the execution as we slowly unveiled the SLK: Intrigue – Introducing ‘The new SLK. (and) Renew your relationship with the road’, here the image of the SLK moved across the page Excitement – Stylish car features such as the SLK’s headlights and convertible rooftop were highlighted via digital animation Involvement – Users were prompted to interact by selecting their preferred option from a suite of available colours for the interior of the car Convince – Go to Mercedes-Benz mobile page to find out more on the SLK’s specifications

Insights, Strategy and the Idea

Traditionally well-liked by the affluent as a symbol of prestige, it is necessary to establish brand preferences early for Mercedes-Benz with a generation of future luxury car-owners. Faced with increasing competition on traditional media and growing engagement on digital media from younger consumers, we needed to grow our communication efforts on digital platforms. Current online platforms such as display advertising on portals and ad networks are however becoming increasingly cluttered and we needed to explore new channels. Use of mobile devices was growing rapidly in South-East Asia. A study by eMarketer.com projected smartphone penetration in the Asia-Pacific region to rise to 33.2% by the year 2014. Venturing into this environment gave us both the opportunity to dominate a less cluttered environment and extend engagement with users.