| Title | MERCEDES-BENZ INSTADRIVE |
| Brand | MERCEDES-BENZ MALAYSIA |
| Product / Service | C-CLASS |
| Category | D03. Use of Branded Content created for Digital or Social Media |
| Entrant | BBDO MALAYSIA Kuala Lumpur, MALAYSIA |
| Idea Creation | BBDO MALAYSIA Kuala Lumpur, MALAYSIA |
| Production | BBDO MALAYSIA Kuala Lumpur, MALAYSIA |
| Production 2 | VRX LABS Kuala Lumpur, MALAYSIA |
| Name | Company | Position |
|---|---|---|
| VJ Anand | BBDO Malaysia | Executive Creative Director |
| Lay Jian Yi | BBDO Malaysia | Creative Director |
| Shune | BBDO Malaysia | Creative Director |
| Mindy Lim | BBDO Malaysia | Copywriter |
| Rafiq Ridzwan | BBDO Malaysia | Head of Planning |
| Jeremy Kuan | BBDO Malaysia | Strategic Planner |
| Vanessa Gan | BBDO Malaysia | Associate Account Director |
| Moses Wee | BBDO Malaysia | Account Executive |
Leveraging on how much our target audience enjoy real-time exclusive content, we launched the 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.
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.
2000 average views per video. 552 test-drive bookings, which are 220% more than previous campaigns.
Our youthful audiences spend a good amount of time on social media looking at cars instead of visiting showrooms. With InstaDrive, they actually got to use social media to test-drive the C-Class. Given their short attention span and the no-commitment nature of Instagram Stories, we were able to take them on a quick but engaging journey with the car, right from their screens.
Based on research findings of drop-offs, starting from “Information Search” to “Test-Drive”, there was a significant gap we needed to bridge in order to bring them closer to experiencing the car. We looked at the younger segment of the target audience and their religious use of mobile to search for information and content, which led us to bringing the car to the palm of their hands, which is through a virtual test-drive. Leveraging on the findings of how much they enjoy real-time exclusive content, we launched a series of 24-hour-only videos to drive test-drive requests. We managed to close the loop not just by bridging the gap of the purchasing cycle, but also introduced the experience of having the car come to them, instead of having them visit the showroom.