The Campaign

With Mercedes-Benz InstaDrive, we turned Instagram Story's function into a simulator that allows users to experience driving the C-Class. To simulate the act of switching driving modes, users just need to tap the left and right side of the screen to navigate through each clip. Users are able to then request for an actual test-drive at the end of their session.

Creative Execution

Potential buyers have the opportunity of experiencing the C-Class by simply skipping back and forth between short video clips – by pressing left/right on their screens in the “Stories” feature of the application. At the end of their experience, they have the unmissable option of requesting for a test-drive that has the C-Class come to them, instead of having them visit a showroom.

Results

2000 average views per video. 552 test-drive bookings, which are 220% more than previous campaigns.

Moving beyond a traditionally hands-on experience of a test-drive, the InstaDrive campaign brings forth an innovative and direct use of mobile through Instagram Stories. Users get to intimately familiarise themselves with the features of the car, and toggle through the multiple driving modes just by tapping on the left/right side of their screens.

We wanted to bring the exciting experience of driving the C-Class to Malaysians across different segments of the target audience, instead of limiting it to the few who step into our showrooms. Tapping into the purchasing cycle of cars, we realised that information searching was one key phase in the process. But there are many who drop off from there, failing to step into the showroom for a test drive. To raise the number of test-drives for the C-Class in a time when car test-drives across major brands were experiencing a major downturn, we adopted Instagram as a platform where the younger target audience share moments and their stories, by bringing the experience of the C-Class features to the palm of their hands.