The Campaign

Introducing 'Masterpieces of a Masterpiece'. A series of photographs that prove, once and for all, that a Masterpiece can indeed create works-of-art that it can call its own. By using the road as a canvas, we allowed the car to express itself with light paintings as a medium, and the results were presented in video and photographic form on social media, primarily Facebook.

Creative Execution

Each artwork is unique as it utilizes different elements in it's creation. In order to capture light effects, we decided to use photography; we have stunt drivers doing complex drifting, navigating in total darkness to swinging 700 degrees Fahrenheit fire balls and freezing rain droplets. Resulting in alluring Masterpieces. The artwork was turned into canvas and exhibited for their E-Class launch event. Posters were also handed out to KOL;s and media. It doesn't end there. We created Social Postings, lead generation and behind the scenes videos. We also created Animated Gifs and turn into Outdoor digital billboards. We created a lot of buzz in the segment and returns in PR value.

Indication of how successful the outcome was in the market

223 E-Class cars sold since 20 April. It's first teaser video for The Making Of 'Spiral Force' has seen about 91 shares on Facebook organically. During the launch and reveal of the actual 'Spiral Force' image on Mercedes-Benz's Facebook has garnered over 300 shares without any boosting.

The brand is facing a declining relevance with the younger segment who have spending power in Malaysia. This presented a challenge to the team while trying to reignite the interest in a car that has a matured perception compared to the likes of it's competitors. The Masterpiece of Intelligence for the E-Class is introduced in this campaign which illustrates the marriage of logic and emotion in a car. The contrast of the state of the art design and the first in class technology is demonstrated in the art pieces created to entice the new breed of affluent business executives - the younger segments who have lost relevance as they perceived Mercedes to be a brand for the mature audience.