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Benedict Pringle
Benedict Pringle
New Business Director & Board Account Director at AMV BBDO
London, Großbritannien
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TitelMercedes-Benz A-Class Trailer
Agentur
Kampagne #YOUDRIVE
Werbende Daimler AG
Marke Mercedes-Benz
Datum der ersten Ausstrahlung/Veröffentlichung 2012 / 10
Produkt A-Class
Geschäftsbereich Autos
Philosophie To launch the new Mercedes-Benz to a wider and younger target market, Mercedes-Benz and AMV have created #YOUDRIVE, an interactive TV campaign for the new A-Class that invites the audience to drive the story via Twitter, the first time such an event has been executed.
The story takes the form of an exciting cat and mouse caper, during which a music superstar tries, with the help of a female professional driver, to get to a secret gig.  Panicked by the hysterical fans and keen to stop the gig, the authorities try to stop them. Different scenarios shot on the streets of Portugal, allow the viewers to steer the narrative.
After the event, 60” and 30” TV ads will encourage viewers to visit youdrive.com/YOUDRIVE (a custom-built YouTube channel) to view all available films and drive their own A-Class story. Hidden within the online experience are details of the secret gig, and those who find them may enter a prize draw for the chance to win a new A-Class for a year, with odds increasing substantially for those who ‘share’ their experience on Facebook and Twitter.
Medientyp Internet-Film
Mehr Informationen Youtube.com/YOUDRIVE
Audio-Postproduktion
Produktionsfirma
Etatdirektor
Etatdirektor
Etatdirektor
Etat-Planer
Art Director
Texter
Werbeleiter
Werbeleiter
Agency Producer
Medienplaner
Medienplaner
Medienagentur
Post-Produktion
Filmproduzent/Produzent
Filmproduzent/Produzent
Direktor Fotografie
Regisseur

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#YOUDRIVE

Marke: Mercedes-Benz
Agentur: AMV BBDO
Medien: Internet-Film

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